Television once served as a powerful unifying force, drawing audiences together for shared experiences and allowing advertisers to connect with millions through a single media buy. However, in today’s digital age, TV viewership has become increasingly fragmented, with an overwhelming array of apps, services, and content options available. In this session, Matt Bryan, Director of Analytics & Insights – Europe, at Samsung Ads, delves into the evolving landscape of modern TV viewership. You will discover how a data-driven Total TV strategy can help advertisers effectively engage today's audiences. Explore innovative approaches to thrive in this dynamic environment, and uncover new and exciting data sets to power CTV advertising.