But the surfaces are noisy. Your prospect can scroll past the ad in their feed, filter the email, skip the pre-roll, or fast-forward through the podcast break. During my time at Meta, we told marketers they had three seconds before the scroll. That pressure hasn’t gotten easier. It’s compounded.

This is the gap TV fills. Not instead of the stack you’ve already built, but alongside it.

The Buyer Is Already Watching

The people approving vendor budgets and signing software contracts are the same people watching TV after work. Reaching them there isn’t a departure from B2B marketing logic. It’s an extension of it.

Streaming or CTV ads have made this practical in ways that weren’t possible five years ago. Audience-based buying, geo tests, frequency controls, survey attribution — the measurement mechanics B2B performance marketers already know map directly onto CTV. Relay, the fintech platform for small businesses, started on CTV because it offered tighter targeting and faster feedback loops than TV, with measurement they could actually explain to a CFO. Early results showed a direct lift in branded search and site traffic. That’s not a brand metric. That’s demand generation.

IAB data put CTV ad spend at $23.6 billion in 2024, up 16% year over year. The channel is no longer experimental. Most B2B marketers just haven’t caught up to that yet.

What TV Does That Digital Can’t

Search ads get six words. LinkedIn posts compete with every other hot take and humblebrag in the feed. A 30-second TV spot is unskippable. It gets the full screen and the viewer’s attention in a way that no digital format can guarantee. Your prospect can keep scrolling past your social ad. They can skip your pre-roll. They cannot skip the TV spot.

For B2B brands with complex products, that guaranteed attention is valuable. Gusto, the payroll and HR platform, builds its TV strategy around live tentpole moments, major sporting events and cultural moments, because that’s when their customers are most engaged and most likely to be thinking about the problems Gusto solves. It’s awareness-building timed to purchase intent.

One tactic that connects TV directly to the performance stack: CTV retargeting. Someone visits your pricing page on Tuesday. By Thursday, they’re seeing your ad in their living room, on a full screen, in an environment that carries more weight than another banner in a crowded feed. It closes the loop between your ABM motion and a channel your competitors almost certainly aren’t using against the same accounts.

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TV Raises the Bar (and Maybe Your Next Round)

There’s a credibility effect to TV that doesn’t get discussed honestly enough in B2B circles. It isn’t just about awareness scores. It’s about what showing up on TV signals to the people evaluating you.

Consider the AI SDR space. Dozens of companies competing for the same accounts with near-identical pitches. If your brand has been on TV and your competitors haven’t, your prospect takes the call. You’re no longer one of many vendors in an inbox. You’re a company that operates at a different scale. That perception change happens before your sales team says a word, and it makes everything downstream more efficient.

The CMO is certainly focused on building brand awareness among their ICP, but corporate marketing is another area they own, one focused on raising the company’s profile within its industry and ultimately increasing its perceived value.

When a founder or board member sees their company’s ad during a live sporting event, their phone lights up. Fellow founders text. Investors notice. Raising a round is a different conversation when your brand has been on TV. Acquisition discussions go differently when the other side’s partners recognize your name. This rarely gets framed as marketing’s job. It is.

The Stack Is Good. It’s Just Missing a Layer.

The B2B marketers seeing the biggest results from TV aren’t treating it as a replacement for their performance programs. They’re using it as the layer those programs can’t provide: broad, credible, high-attention reach that introduces the brand to future buyers before they’re searching, and reinforces it with buyers already in your funnel.

Otter, the AI-powered meeting intelligence platform, found that well-crafted TV spots drive immediate engagement even for a complex multi-platform product. Viewers, particularly on mobile, check out the product right away. Top-of-funnel reach converting to bottom-of-funnel action. That’s the full motion.

Your ABM programs, your intent tools, your LinkedIn campaigns are all more effective when the buyer has already seen your brand somewhere that commanded their full attention. TV is that somewhere. The stack you’ve built is good. This is the layer it’s missing.

About Tatari

Tatari is building the infrastructure to modernize TV advertising for Brands, Agencies, and Publishers.

Rakuten TV Enterprise, the B2B arm of Rakuten TV, has signed up with the official UK audience measurement JIC, becoming the latest streaming platform to be tracked by Barb. The move, effective immediately, marks a significant step in validating its audience and reinforces its commitment to transparency and measurable performance in an increasingly fragmented TV landscape.

Owned by Rakuten Group, the European streamer will now have its audiences independently measured using Barb’s methodology – the same standard applied to broadcasters and major SVOD and BVOD streaming platforms such as Netflix and ITVX.

This enables advertisers to assess Rakuten TV’s audiences using a well-recognised and established data measurement, providing greater consistency and confidence in media investment and a clearer view of incremental reach – particularly among younger and harder-to-reach audiences.

Rakuten TV operates primarily in the ad-supported space, with a strong focus on FAST (free ad-supported streaming TV), which is one of the fastest-growing segments in the European market.

Initial Barb data (W2–5 2026) shows Rakuten TV reaching approximately 2 million individuals in the UK, positioning them as one of the most popularly viewed hybrid platforms in the UK.

Rakuten TV’s move to join Barb reflects a broader industry shift, as ad-supported streaming platforms seek standardised measurement to compete more effectively for brand budgets, reinforcing FAST’s role as a bridge between linear TV and on-demand streaming.

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A Transparent, Digital-First Approach to Measurement

By opting into Barb measurement, Rakuten TV, which operates in over 43 European territories reaching more than 150M households, joins a group of platforms that have chosen independent verification to provide advertisers with consistent, comparable data. This proactive decision reinforces Rakuten TV’s position as a transparent, digital-first platform bridging the gap between traditional TV and programmatic advertising, while setting a new benchmark for measurement within the FAST ecosystem.

Stuart Keith, VP Global Ad Strategy & Partnerships at Rakuten TV Enterprise said: “Partnering with Barb is an active choice to be fully transparent with the market. In an increasingly fragmented TV environment, advertisers require clarity and consistency. By aligning with Barb, we’re speaking the same measurement language as the wider industry while clearly demonstrating the unique value we can bring through incremental audience reach. This is about more than measurement. It’s about trust, giving advertisers confidence in both the scale of our audiences and our ability to reach viewers that other platforms aren’t”

He added: “As FAST continues to grow within the mainstream TV ecosystem, standardised measurement is key to unlocking its full value for advertisers. We’re proud to be a leading player among FAST/hybrid platforms in adopting Barb, as it complements our existing audience analytics and enables partners to make smarter, more effective media investment decisions.”

Incremental Reach Highlights

Barb data shows Rakuten TV delivers meaningful incremental audiences across the TV and streaming landscape- unlocking audiences that are otherwise inaccessible:

• 54.6% of Rakuten TV viewers are not present on any other FAST platform^[1]
• Reaching cord-cutters at scale: 11% of viewers did not watch content from BBC1, BBC2, ITV1, Channel 4 or Channel 5 during the same four-week period, making them entirely unreachable via these linear TV channels, representing a crucial opportunity for advertisers on connected TV platforms. Among younger audiences, this rises to 27% of 16–24s and 17% of 25–34s

For advertisers, this positions Rakuten TV as a complementary, and truly valuable, platform delivering net-new audiences rather than duplicated impressions.

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A Unique Audience in a Fragmented Landscape

Rakuten TV attracts a distinct mix of light linear viewers, cord-cutters, and “cord-nevers” – audiences increasingly absent from traditional broadcast strategies. Barb data highlights its ability to deliver a unique and incremental audience segment that cannot easily be replicated elsewhere.

As a leading FAST/hybrid platform, Rakuten TV combines a free, accessible viewing environment with digital-first, programmatic capabilities, playing a key role in the evolution of TV. Its integration with Barb reinforces a commitment to transparent, standardised measurement, positioning the platform to help advertisers navigate the ongoing shift of TV budgets into digital channels.

By aligning with a Joint Industry Currency (JIC), Rakuten TV is contributing to more consistent, standardised measurement in a fragmented streaming landscape.

Source: Barb · W2–5 2026 · Panel 750 Online Multiple Screens Network · 3-minute threshold

^[1] FAST defined as Barb-measured viewing of Samsung TV Plus, Pluto, Tubi and LG Channels.

Rakuten TV, a Rakuten Group Company, is a leading streaming platform in Europe offering a combination of TVOD, AVOD and FAST curated in partnership with over 500 European and International media companies.  Rakuten TV is accessible in 43 European territories across mobile, web and TV and reaches more than 150 million households via its branded remote-control button and pre-installed app in connected TVs.

Through its B2B brand ‘Rakuten TV Enterprise’, it leverages 15+ years of experience to simplify CTV and Streaming for its partners, including building FAST channels and multi-screen apps, enabling TVOD, AVOD & FAST streaming services, or delivering a scalable Pan-European CTV advertising solution.

Barb is the industry’s standard for understanding what people watch.

Previously known as the Broadcasters’ Audience Research Board, Barb changed its name in 2023 to Barb Audiences to reflect a strategy that has extended the industry’s standard measurement across TV companies, VOD streamers and video-sharing platforms.

Our hybrid approach integrates people-based panel data with census-level online viewing data. Our methodology enables us to deliver inclusive measurement of total viewing across all broadcast, VOD and video-sharing platforms, delivered onto and consumed via multiple platforms and devices.

Barb is a joint-industry measurement system that forms part of the collective evidence structure that supports a healthy media market. Our data enables:

‣        advertisers to trade fairly,

‣        investors and commissioners to make informed content decisions,

‣        regulators to assess markets using comparable data, and

‣        policymakers to evaluate media sustainability and plurality.

Locality, the leading local TV advertising platform connecting brands to local audiences across broadcast and streaming, announced the appointment of Steve Fish and Adam Quinn as vice presidents of sales to support the continued expansion of its national go-to-market strategy for Collective, Locality’s data‑driven broadcast solution that enables national advertisers to plan and activate local television inventory at scale.

Collective gives national advertisers a unified, audience-based way to access and activate local broadcast with the ability to extend campaigns into streaming for incremental reach.

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Fish and Quinn bring deep expertise in data-driven advertising and national sales leadership. They will play a critical role in scaling adoption of Locality’s Collective solution among national advertisers and agencies. Their appointments reflect Locality’s focus on making audience-based buying across local television easier to plan, activate, and measure at national scale, particularly as Upfront dynamics continue to shift.

“Local television is one of the most powerful advertising platforms, and also one of the most complex to execute at scale,” said Michael Collins, CEO of Locality. “As demand grows for more efficient, data-driven ways to reach audiences wherever they’re watching content, we’re investing in the people and infrastructure required to simplify that process. Steve and Adam bring the experience and leadership to help more advertisers unlock the full value of local television.”

Together, Fish and Quinn bring decades of combined experience in the advertising industry. Fish’s background includes roles at ITN Networks, DirecTV Ad Sales, and most recently Ampersand, while Quinn’s spans ESPN, National Geographic Partners, and most recently Simulmedia. With deep expertise in national sales and advanced advertising solutions, they will focus on accelerating adoption of Collective among national advertisers and agencies, working in close partnership with Brian Morse, vice president and head of Collective, to scale the solution across the market.

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Their appointments come at a pivotal moment as Upfront negotiations evolve within an increasingly converged TV landscape. As buying shifts toward audience-first planning, advertisers are seeking more coordinated ways to execute across markets and channels. Bringing data and flexibility into broadcast buying allows local markets to play an intentional, integrated role within national upfront strategies. This approach supports more effective delivery in underserved markets and expands access to high-demand inventory, including live sports and tentpole events, even as national supply becomes constrained.

This investment in go-to-market leadership builds on a series of recent innovations from Locality designed to modernize how audiences are reached across local broadcast and streaming. Recent announcements include the acquisition of Deben, advancements in audience and planning capabilities, new measurement solution with Nielsen, and the appointment of a new CTO. Together, these efforts reinforce Locality’s commitment to making local TV easier to buy, improving measurement consistency, and aligning how audiences watch today.

By eliminating silos across channels, the integration enables advertisers to better connect, measure, and optimize full-funnel campaigns

__________

Hi Jana, take us through your time in martech and your role at Cognitiv?

I’ve spent more than two decades at the forefront of advertising innovation. First helping lead the adoption of programmatic across EMEA during its early emergence, launching programmatic at Spotify, to now helping marketers access AI-driven solutions to scale growth. I joined Cognitiv 8 years ago, at the time we were an early player in the deep learning space, with fewer than 10 employees. Joining a start-up is always a gamble, but I felt confident in the technology and the founding team and saw it as a rare opportunity to learn about AI.

Today as SVP of Partnerships, I focus on redefining how brands and media companies leverage deep learning AI to drive performance. In a media landscape that’s more complex than ever, that means building strategic partnerships that help publishers unlock new revenue streams while enabling brands to engage consumers in more meaningful, data-driven ways. I have developed strategic partnerships with major SSPs and DSPs to bring the industry’s most advanced AI-driven curation to media buyers.

We’d love to learn more about your new enhancement, AudienceGPT. Why should marketers pay attention to it?

AudienceGPT is a fundamental shift from reactive audience targeting to predictive, intelligence-driven marketing.

Traditionally, audience segmentation was manual, time consuming, static, and relied on outdated signals like clicks or page visits that didn’t tell you much about the actual stage of the journey a consumer was in.

AudienceGPT solves this by using Cognitiv’s deep learning advertising platform to develop synthetic consumer journey profiles that can then be found programmatically. The result is a more adaptive, predictive approach to audience strategy that aligns media delivery with true consumer intent. Audiences can be activated across web, CTV, social, and audio, meeting advertisers where they are.

Modern marketers manage different types of data and workflows today. What top best practices come to mind for those looking to optimize how they clean and use data to power better outcomes and customer journeys?

During my time at Cognitiv, I’ve evaluated probably 100 data providers across contextual, attention, measurement, and audience segments, so I’ve seen a wide range in data quality and approaches.

A few best practices really stand out. First is understanding the origin of the data, whether it’s deterministic or modeled. Deterministic data, especially in its raw form, tends to be more reliable and transparent, whereas modeled data can introduce assumptions that aren’t always clear or consistent.

Second is freshness and relevance. Marketers often overlook how frequently data is refreshed. An audience labeled as a “travel intender,” for example, is only as valuable as the recency and signal behind that classification. You have to ask: what behaviors actually qualified this user, and how recent were they?

Finally, validation is critical. At Cognitiv, we’re fortunate to test data directly by running it through our models offline to see whether it actually improves predictive accuracy. That kind of rigorous testing helps separate data that sounds good in theory from data that truly drives performance.

Ultimately, the best outcomes come from combining transparency, recency, and real-world validation, rather than relying on labels or assumptions alone.

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What’s the most exciting thing about how AI is leading to a shift in marketing processes and standards as well as a shift within marketing teams in terms of how teams are structured today?

AI is reshaping marketing in a way that feels very similar to the early days of programmatic, but at a much faster pace.

From a team perspective, the traditional silos between media, data, and analytics are starting to break down. We’re seeing hybrid roles emerge, people who understand both the strategic and technical sides of marketing, and are usually proficient in deploying and working with AI.

From a process standpoint, there’s a tendency to think about AI primarily as workflow automation. And while it can help with that, the bigger opportunity lies in real-time prediction and decisioning. That’s where the biggest performance gains will come from.

Five thoughts on the future of AI and martech?

1. Audience targeting shifts towards moments of intent: The combination of contextual signals, real-time behavior, and understanding of content will outperform audience segments. This goes beyond assigning someone to a segment, to predicting their likelihood to act in that moment based on live inputs.

2. Data quality becomes the true differentiator: The future will be built on better data—deterministic where possible, transparent in methodology, and validated against outcomes.

3. AI shifts from automation to intelligence: Today, AI in marketing is primarily focused on automating execution, not redefining strategy. The next phase will move beyond efficiency gains to deliver real intelligence—powering better decisions rather than just optimizing the manual levers we’ve relied on.

4. Personalization will scale without manual effort: AI will enable truly individualized experiences without the operational complexity that used to limit scale.

5. CTV Moves from awareness to performance: CTV is a great channel for reach and scale but we’ll increasingly see it used as a medium to drive performance. The ones who win in CTV will go beyond content targeting.

Some top martech innovations and martech innovators that you’d like to shout out to in this conversation?

Two martech innovators I want to shout out are Magnite and Index Exchange – specifically Paul Zovighian, VP, Marketplaces at Index Exchange, and Zach Pucci Global, Enterprise Sales at Magnite. Both are helping push real-time curation forward in a way that’s shifting intelligence to the sell side and accelerating innovation across the ecosystem.

Real-time curation turns live data signals into actionable inputs for AI, allowing for accurate, real-time predictions. This drives improved performance for buyers in the moment, not after the fact.

Cognitiv is a leading advanced performance partner powered by deep learning. Leveraging cutting-edge AI technology and data science since 2015 to more accurately predict consumer behavior and understand nuance, Cognitiv connects brands with their customers in more precise, relevant, impactful moments at scale. Cognitiv’s Deep Learning Advertising Platform provides marketers with unprecedented flexibility, activating as a Dynamic Deal run through the DSP of your choice, as a managed service DSP, or through its industry-first ContextGPT product. Cognitiv is on a mission to bring intelligence to advertising.

About Jana Jakovljevic

Jana, SVP of Partnerships at Cognitiv, brings two decades of experience driving innovation across the advertising industry. Before joining Cognitiv, Jana was the Global Head of Programmatic Solutions at Spotify, where she successfully launched the company’s programmatic arm and pioneered the first Private Marketplace (PMP) for audio ads. At Magnite (formerly Rubicon Project), Jana held various management positions, building out international buy-side partnerships and playing a foundational role in the company’s journey from start-up to IPO. Known for landing at companies that are at the forefront of the media landscape, Jana is now focused on leveraging AI to propel the ad industry forward. Her dedication to disruption and passion for constant improvement make her a key agent of change, unafraid to break the status quo in the name of innovation.

Brands can now advertise on premium Comcast Linear TV inventory alongside streaming through Universal Ads for the first time

TV agency Marketing Architects announces a new media-buying capability that automatically directs media dollars toward TV placements with the highest concentration of a brand’s target audience.

Clinch, the operating system for autonomous advertising, and OpenGlass, the first SSP built for advanced CTV advertising, announced that Clinch’s ad-serving tags have been certified to run within OpenGlass’s Advanced CTV Formats, beginning with pause ads, across publishers like Paramount, Tubi, TiVo, DirecTV, Sling/Dish, Philo, Xumo, and Plex. The certification gives advertisers a single operational path to deliver personalized, data-driven creative via one of streaming’s highest-attention formats.

“Advanced CTV experiences, specifically pause ads, already deliver some of the strongest performance numbers in CTV. What’s been missing is the ability to optimize and personalize these unique creative with a single platform, in real time, at the publisher-agnostic scale buyers need,” said Jason Higgins, Co-Founder of OpenGlass. “Pairing our programmatic enablement with Clinch’s creative serving capabilities closes that gap.”

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The average dwell times for Pause ads exceeds two minutes, a duration virtually unmatched in any other digital ad format. Since its recent inception, the Pause Ad format has historically been contracted publisher-by-publisher, each requiring their own managed media buy, creative builds and campaign set-up process. That fragmentation made creative personalization operationally impractical at scale. Clinch’s certification with OpenGlass collapses that fragmentation into a single tag running across a single deal across their entire publisher network. With creative versioning, ad serving, and optimization managed through Clinch’s Flight Control platform.

“The pause moment is one of the most valuable ad opportunities in CTV. The screen belongs entirely to the brand, and the dwell time creates an environment where relevance compounds,” said Charel MacIntosh, Global Head of Business Development and Strategic Partnerships at Clinch. “By pairing Clinch’s dynamic creative and personalization capabilities with OpenGlass’s pause ad inventory, we’re giving advertisers the ability to make every one of those seconds count with a message tailored to the household, the moment, and the context.”

The timing reflects a broader shift in how CTV is bought and measured. According to a February 2026 study from TiVo Ads and Convergent TV World, 40% of industry professionals now deploy CTV across the full marketing funnel, and 46% rank sales or conversions as a primary CTV outcome. The same research found 32% of CTV buyers are actively prioritizing less interruptive formats, including pause ads and home screen placements, while 36% cite measurement as the top barrier to non-standard CTV investment.

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OpenGlass’s pause ad inventory has already demonstrated strong baseline performance, delivering a 79% lower cost per store visit for Ulta Beauty relative to other streaming TV partners, and a 276% lift in QR code scans for Zales compared to prior campaigns. The Clinch integration adds real-time personalization and cross-device attribution on top of that baseline.

Through the certification, advertisers can serve pause ad creatives that adapt in real time based on location, weather, time of day, audience segments, product availability, pricing, and behavioral signals. Clinch’s CTV attribution links pause ad exposure to downstream actions on secondary devices, including QR code scans, site visits, and purchases, giving buyers closed-loop measurement of the format for the first time. Flight Control’s reporting surfaces which creative elements and personalization strategies drive the strongest outcomes, enabling continuous optimization throughout the flight.

Campaigns are activated programmatically through PMP/Deal IDs within the advertiser’s existing DSP, with full buyer control. Deal IDs can be provisioned within 24 hours.

Clinch’s dynamic creative personalization for OpenGlass pause ads is available immediately, with support for Home Screen and Livestream Overlay slated for a future release. Campaigns can be activated through OpenGlass Deal IDs on the advertiser’s partnering DSP, or directly through the OpenGlass platform.

Agencies granted no-cost access to ChatEDO’s investment-grade TV data — equipping brands with greater competitive and historical insights before an unpredictable Upfront season

OpenX, The Intelligent SSP, announced the appointment of Lior Charka as VP, Product, alongside the promotions of Joseph Worswick to SVP, Global Partnerships, and Erika Loberg to VP, CTV and Curation. These leadership updates reflect OpenX’s continued investment in simplifying advertising by bringing greater intelligence to the supply side.

To deliver on this strategy, OpenX is strengthening its leadership across partnerships, CTV, and product to reduce ecosystem complexity, making it easier for brands to find and reach their audiences without sacrificing user privacy or performance.

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Joining OpenX as VP, Product, Charka will lead the continued innovation of OpenXSelect, with a focus on simplifying complex curation workflows through AI. By building intelligence into every stage of the curation process, OpenX aims to help customers achieve higher quality and performance while reducing the effort required to activate and optimize campaigns. Charka joins OpenX with more than 15 years of experience in digital advertising and product leadership, including key roles at Outbrain and Teads.

“Lior brings a deep understanding of product innovation and a strong track record of building solutions that drive real business outcomes,” said Joel Meyer, CTO at OpenX. “As curation becomes increasingly central to programmatic performance, his expertise in building intelligence into the curation process will simplify access to high-quality media and data to drive performance.”

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In his expanded role as SVP, Global Partnerships, Worswick will lead OpenX’s global partnerships strategy across agencies, brands, and strategic partners, including data providers, AI-driven companies, and retail and commerce media platforms. Since joining OpenX in 2023, Worswick has been instrumental in building OpenX’s global SPO and commercial agreements practice and will now focus on unifying partnership efforts across the business to accelerate collaboration, break down silos, and drive stronger outcomes across all sides of the ecosystem.

Loberg, who has been promoted to VP, CTV and Curation, will build on her success scaling OpenX’s CTV business to lead the company’s broader curation strategy across all formats. Under her leadership, OpenX has established a leading position in CTV with TV by OpenX, delivering high-quality inventory and audience addressability in biddable environments. In her expanded role, Loberg will focus on advancing OpenXSelect and OpenXBuild, helping buyers leverage supply-side targeting to drive measurable performance and unlock greater value from programmatic investments.

“Joe and Erika have each played a critical role in shaping our business and delivering meaningful impact for our partners,” said Tyler Romasco, EVP, Commercial at OpenX. “Joe’s leadership in building our global partnerships foundation and Erika’s success in scaling our CTV and curation capabilities have fueled growth at OpenX. As we continue to evolve, their expanded roles will help us move faster, operate more cohesively, and deliver even greater value across the ecosystem.”