Today, Tuesday, December 14, Dataxis will hold the first edition of the Nextv Ad USA virtual event, which will bring together the television advertising ecosystem in the United States. Executives and representatives of pay TV channels, OTTs, MVPDs, AVODs, advertising agencies and technology providers will participate in a series of debates on the arrival of advanced advertising, the opportunities it offers to the industry and the strategies that companies have begun to follow in order not to be left behind.

The arrival of technologies such as Addressable Advertising has revolutionized the national market, but in addition to having brought new possibilities and benefits to operators and services, they will now also have to face new challenges to compete in the market. Jamie Power, Chief Data Officer and Head of Platform at Cadent, will moderate the first panel of the day, “The new world of national addressable TV advertising on Pay TV”, in which Hasan Rahim, VP Advanced TV at a4 Advertising (Altice USA); Jason Brown, Addressable Advertising Lead, National, Local, D2 at WarnerMedia Ad Sales; Larry Allen, VP and Managing Director of Addressable Enablement at Comcast Advertising; and Travis Scoles, SVP Advanced Advertising at ViacomCBS, will share the strategies their companies have followed to implement the technology, such as cross-platform campaigns and partnerships with MVPDS.

Today, CTVs (Connected TV) have become one of the most important pieces in the development of advertising campaigns for streaming TV, due to the amount of opportunities they provide to the market. The panel “CTVs and the future of streaming TV advertising”, which will be moderated by Gavin Bridge, Senior Media Analyst at Variety Intelligence Platform, will bring together Jake Piasecki, Co-Head of East Coast Ad Sales at Roku; Nate McCormick, Senior Director of Ad Product Management at VIDAA; Katie Barrett, Head of Programmatic at LG Ads; Lauren Benedict, SVP, Addressable Sales at Disney Advertising Sales; and Scott Halpert, VP, Penthera Ad Products + Biz Dev, to discuss the path to programmatic TV and the rise of ad-supported OTTs on streaming devices.