SAN JUAN, PR – As the media landscape rapidly evolves, Nav Singh, vice president and managing director of programmatic at Horizon Media, said advertisers are entering a new era — one defined by data, customization, and the power of AI.
“The consumers are there,” Singh said in this interview at the Beet Retreat San Juan, reflecting on the consistent year-over-year growth in the space. “From a marketing perspective, we’re gearing towards how to strategize and use the tech at our disposal to speak to consumers in the best possible way.”
According to Singh, the connected TV (CTV) space is especially dynamic, with growing transparency and competition reshaping traditional roles in programmatic advertising.
“Before, we were told the supply side—SSPs—represented the publishers and the demand side represented the buyers,” he said. “But now, with the growth we’re seeing in data-driven TV, we have the opportunity to work directly with the supply side.”
This shift opens new doors for innovation. Singh highlighted Horizon Media’s ability to integrate custom algorithms directly into supply-side platforms (SSPs), enriching them with insights from both ends of the programmatic chain.
“We already have log-level data from the demand side,” he said. “Combine that with what we’re getting from the supply side, and you can start making informed decisions about how consumers are actually converting.”
AI innovation in adtech
AI, unsurprisingly, is central to that evolution.
“We’re already using AI every single day with our DSPs and the different tech we deploy,” Singh said.
But the true value, he emphasized, lies in going beyond off-the-shelf metrics: “We can be a lot more custom for our clients, solving problems around things like lifetime value or incrementality. That’s where we are.”
Education, Singh stressed, is key to success in this tech-driven environment.
“That’s the entire exercise—understanding what AI is actually doing on the backend and what that tells clients about their consumer.”
Ultimately, Singh sees the current moment as one of boundless potential for buyers.
“We get to play with the supply side, we get to play with the demand side,” he said. “We get to see what’s working and what’s not. And I think, like, the world is kind of our oyster.”
You’re watching coverage from Beet Retreat San Juan 2025, presented by Cognitiv, Index Exchange & TransUnion. For more videos from this series, please visit this page.
