As Beet.TV marks 20 years and roughly 11,000 interviews chronicling the twists, turns and identity crises of the media business, Doug Rozen, president of predictive advertising company Cadent, has a message for advertisers everywhere: consumers are exhausted, your frequency cap is probably broken and nobody wants to see the same streaming ad four times in a single episode.
Speaking with Beet.TV founder Andy Plesser, Rozen reflected on how the industry has spent decades chasing the next shiny object while also trying not to make advertising unbearable for normal human beings.
“If you look at all of what’s transpired over the last couple of decades, advertising is trying to find the best way to get to a customer,” Rozen said. “The best way to get a customer engaged.”
That search has produced a cycle of excitement followed immediately by operational headaches, existential dread and multiple conference discussions about “friction.”
“We are so fascinated, always kids in the candy store, to try to understand what’s next, be it AI today or storytelling yesterday or mobile before that,” Rozen said. “But then with that comes all this friction in trying to understand how do we take advantage of that and not make advertising worse for the consumer.”
Cadent operates a predictive advertising platform that uses artificial intelligence to help brands reach audiences across streaming, television and digital media. Its AI-native platform processes about 200 billion impression opportunities daily, connecting advertisers with more than 125 million households and 1.8 billion devices through partnerships with publishers including DirecTV Advertising, Dish Media and LG Ad Solutions.
Connection versus convergence
Rozen said the industry has confused “connection” with “convergence,” which sounds like the title of a futuristic Cannes Lions panel moderated by someone wearing very expensive sneakers.
“A lot of people talk about being converged, but they’re actually just connected,” he said.
Simply stitching together platforms and data pipes isn’t enough if the result still feels like digital harassment with better reporting dashboards.
“I do this because I think advertising is amazing,” he said. “I love it as a consumer, I love it as a professional.”
The problem, he added, is the current consumer experience often inspires less admiration than a desperate search for the skip button.
“If you think about the average consumer watching a single episode of some streaming show, they see the same ad four times, then they get hounded across the internet, then they see it again that night on their television,” Rozen said. “They’re actually saying, ‘Make it stop.’”
Somewhere in America, a family watching a pharmaceutical commercial for the seventh consecutive time nodded in solidarity.
AI isn’t taking your job. The AI person might
Like nearly every advertising executive in 2026, Rozen also addressed artificial intelligence, though he skipped the usual “AI will unlock human creativity at scale” bingo-card language and offered a more practical warning.
“Don’t be concerned about AI taking your job,” he said. “Be concerned about somebody that knows AI taking your job.”
Rozen urged younger professionals to get comfortable using the technology directly instead of treating it like a mysterious force floating around LinkedIn posts written at 11:43 p.m.
“You gotta get your hands dirty,” he said. “You gotta use the technology, you gotta be familiar with the technology.”
He also argued AI should eliminate repetitive work rather than eliminate critical thinking, a notable departure from the industry’s longstanding tradition of forcing junior employees to spend six hours inside spreadsheets while senior executives discuss “innovation” over espresso martinis.
“How do you take the robot out of the human?” Rozen said. “The tools and tech are to make the mundane easier and automated so I can spend more time being strategic and more time thinking critically.”
Curiosity becomes the differentiator
For Rozen, the winners in advertising’s next era will not simply be the people willing to grind through endless workflows. They’ll be the people curious enough to adapt while everyone else is still formatting PowerPoint charts at midnight.
“The future is gonna be those who are curious are going to find themselves standing apart from those who can just work hard or have a good idea,” he said.
That sentiment fits neatly into Beet.TV’s own two-decade evolution from early digital-video pioneer to one of advertising’s living historical archives. Across 11,000 interviews, the technology keeps changing, the jargon keeps mutating and every year someone announces a revolutionary new way to target audiences.
But as Rozen suggested, the real breakthrough may simply be showing consumers fewer terrible ads.
