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This keynote was presented at the 2024 Northern Waves TV Conference in Oslo, Norway. The Changing Consumer: Content, Ads & Expectations. Younger generations are redefining the long held assumptions between content and advertising. Changing consumers' expectations are creating new opportunities and challenges for content and advertising. For example, Gen Z, the next generation of TV users, has different viewing habits, preferring mobile devices and social engagement. Tim DuBois, based in Copenhagen, leads partnerships with broadcasters and streaming publishers in Northern Europe. It's his second time at Google, previously he also held senior positions at Xandr/AppNexus and MoPub/Twitter. In his free time he enjoys sailing and fun fact - if you've seen the 'Traction Park' documentary about the most dangerous amusement park in the world on MAX - that's from his home town in Vernon, New Jersey, USA. Northern Waves TV is the largest streaming TV conference in the Nordics. The 2024 agenda featured a fantastic lineup of speakers representing broadcasters and streaming TV service providers from across Europe and North America. Norigin Media, the Oslo based Streaming TV Apps Solutions company, has hosted this event since 2018, including virtual formats during the pandemic. The conference showcases the best of business, products, and innovation from within the Streaming TV industry. For more info visit: https://www.northernwaves.tv/ Organised by https://noriginmedia.com/