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Industry Leaders Discuss State of Streaming in 2024, How to Adapt to ‘Today’s Consumer’
Streaming, industry leaders from NBCU, Hilton, The Trade Desk talked about the state of streaming in 2024 at Variety's CES Entertainment Summit.
When asked to summarize his thoughts on streaming in 2024 with just one word, Joe Cady—executive vice president of advanced advertising & partnerships at NBCUniversal—used “democratization.” Cady was joined by Rebecca Panico, vice president and global head of media at Hilton and Jed Dederick, chief client officer at The Trade Desk, at a panel moderated by Andrew Wallenstein, president and chief media analyst at Variety Intelligence Platform, as a part of Variety’s CES Entertainment Summit held on January 10 in Las Vegas. With more consumers now only watching TV via streaming apps, the panelists expressed the importance for advertisers to take an omnichannel, data-driven approach in their TV buying and across all of their media plans, especially as advances made in identity, retail data and measurement, which comes amidst planned cookie deprecation, are threatening to rewrite the rules for digital advertising in 2024.
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