In a world where brands have more advertising options than ever before – premium, brand-safe content remains a foundation of marketing plans because it drives impact. Live programming is creating an urgency and real-time connection to viewers. And brands are seeking a closer connection between the discovery of their products, and the ability to deliver against their ROAS beyond lower funnel conversion. With data and AI fueling more sophisticated advertising models to reach addressable, 1:1 audiences, and live event programming driving reach and impact throughout the funnel – there is significant business implications when capitalizing on both linear AND streaming. Join Mark Marshall, Chairman, Global Advertising and Partnerships at NBCUniversal for a conversation on the value of cross-platform advertising, why big content moments are the future and the critical need to invest in long-tail advertisers. Mark will also address the issue how the industry can work together to grow the TV market.