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Programmatic CTV and AI's Media Insights Will Be Key Topics at Beet Retreat San Juan 2025: Index Exc

Streaming video has overtaken traditional linear television among a variety of metrics including viewership time. Advertisers are following these audiences, but additional work is needed to transform the automated buying and selling of commercials on connected television, as attendees of the upcoming Beet Retreat San Juan will discuss in greater detail. “In streaming, it's all about live: bringing more great live content into programmatic sports and news and handling that as effectively as possible,” Andrew Casale, president and chief executive of adtech company Index Exchange, said in this interview with Beet.TV contributor Tameka Kee. Reaching broader audiences with addressable advertising and the growing importance of curated content are two other key themes for discussion, he said. “The rise of curation: it's a huge opportunity as well to bring more value from the sell side into the marketplace to benefit buyers both in data and decisioning as well as the rise of commerce and retail media,” Casale said. Artificial intelligence’s growing role Artificial intelligence not only is helping advertisers to make better decisions about how to spend their media dollars, but also to create content for TV commercials at lower cost. These dynamics are helping to broaden the CTV advertising marketplace to businesses that have been priced out of TV advertising. “If you look at the power of a neural net…and then coupling the metadata with marketers' conversions, you get to this magic moment where we can anticipate the perfect opportunities to drive sales lift in the right time,” Casale said. “Supply in streaming has grown tremendously, but we're in a point now where we want to bring more and more advertisers into the channel and we want to reduce the friction to transaction.”