Beyond the Big Screen: The Future of CTV & Programmatic Advertising | Meagan Myers, FOX

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Beyond the Big Screen: The Future of CTV & Programmatic Advertising | Meagan Myers, FOX

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Connected TV is changing how brands reach, engage, and measure audiences, but what does the future of premium video advertising really look like? The Advertising Forum's Built-In, Built-On series, sponsored by FreeWheel, hosts Jeremy Bloom and AdTechGod sit down with Meagan Myers, Vice President, Programmatic Strategy and Partnerships at FOX, to explore the evolution of connected TV (CTV), audience targeting, and programmatic advertising. Meagan shares why linear TV and streaming require different advertising strategies, how audience behavior and measurement are reshaping premium video, and why better technology, direct integrations, and seamless ad experiences are essential for the future of CTV. Takeaways CTV vs. Linear TV: Why traditional television and streaming require distinct advertising strategies to maximize reach, engagement, and performance. Audience Intentionality: How changing viewing habits and on-demand streaming create new opportunities for advertisers to connect with engaged audiences. Measurement and Performance: How audience targeting, QR scans, and behavioral insights help brands measure outcomes beyond traditional awareness. Unified Advertising Strategies: Why collaboration between publishers, buyers, and technology partners is critical to reducing fragmentation. Programmatic Efficiency: How direct integrations and fewer intermediaries can improve transactions and the viewer experience. The Future of Premium Video: Why better forecasting, flexible ad scheduling, and seamless ad delivery are essential, particularly for live sports. Chapters00:00 Introduction to The Advertising Forum: Built-In, Built-On00:21 Meet Meagan Myers, VP at FOX01:04 How CTV Is Changing Television Advertising03:13 Brand Awareness vs. Measurable Performance04:47Audience Data and Premium TV Measurement06:36 Unifying Advertising Across Linear and Streaming08:36 Making Programmatic Streaming More Efficient10:26 The Future of Premium Video Advertising11:57 Final Thoughts and Closing

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