Our experts will be exploring: Whether digitised TV can attract new advertising dollars, or if our increasingly diverse streaming ecosystem is competing for the same total budget forever; How planners demonstrate that CTV is worth paying extra for, given CMOs can find lower-cost reach with video sharing and social – including evidence that connected TV drives activation in other channels; If sport is the next frontier for CTV, bringing instant mass audiences with super-high engagement; Planning challenges when buying sports programmatically – from guarantees to pacing – and how to handle them; How we decarbonise streaming TV advertising before rapid CTV growth wrecks corporate green policies.