MiQ’s Moe Chughtai: Has The TV Industry Adapted To The Reality That ‘The Funnel Is Dead?’
MIAMI — Marketers operate in environments where consumers move from awareness to purchase within seconds, but television’s sell-side infrastructure hasn’t evolved to support this accelerated decision-making reality that tech platforms have successfully embraced.
“Marketers have adapted to that reality faster than the TV sell side has,” Moe Chughtai, global VP at MiQ, told Beet.TV contributor David Kaplan at POSSIBLE. “When we talk to marketers, they’re already operating in a world where a consumer can move from awareness to intent to an actual purchase in the matter of seconds, if not minutes.”
This disconnect creates opportunities for TV players who can complement platform capabilities through comprehensive signal integration across watching, browsing, and shopping behaviors.
Completing the consumer picture
Television’s competitive advantage lies in capturing undervalued signals including cross-platform viewing data through ACR and set-top boxes, messy middle browsing behaviors spanning out-of-home to LLM interactions, and comprehensive online-offline shopping patterns.
“There’s phenomenal cross platform signals out there, things like ACR, like set top box data that let you see sort of even behind the walled gardens what consumers are tapping into,” Chughtai said. “Whether that’s seeing an out of home ad or a radio ad or even browsing LLMs these days, all those things influence whether a consumer considers your brand or someone else.”
These signals create complimentary outcomes to existing platform capabilities rather than competing directly with established tech dominance.
Currency conversations miss brand priorities
Measurement discussions focus excessively on impression currency rather than addressing actual brand challenges, with AI innovation enabling solutions that solve real business problems beyond traditional metric delivery.
“The last couple of years I just feel like we’ve over focused the measurement conversation around currency,” Chughtai said. “No one wants to fly out and talk about the US dollar. It’s the air that we breathe. It’s behind the scenes.”
MiQ’s Sigma platform demonstrates practical application by identifying QSR advertising waste in markets without store locations, providing actionable insights that drive campaign reallocation decisions.
Location intelligence remains underutilized
Despite privacy challenges reducing location data prominence, it represents consumers’ analog experiences during more than half their daily activities when away from screens in real-world environments.
“I think in 2026 it’s one of the most underutilized, undervalued signals of consumer behavior that’s out there because it’s 50% of the time that consumers have in the real world,” Chughtai said.
Partners like Veraset and Cuebiq play essential roles in new media landscapes by connecting CTV advertising to store visit outcomes and enabling comprehensive cross-channel journey mapping.
AI enables team empowerment
Future success depends on connecting diverse signal types through AI-powered platforms that enable campaign managers to analyze data directly without relying on data scientists for insights and activation.
“We’re in an AI first world. The role of marketers, the role of brands, the role of agencies is all about connecting signals together,” Chughtai said. “The most powerful thing is that you’ve got members of your team who care a lot about your brand and with the power of AI for the first time are able to dig really deep in the data themselves.”
You’re watching “Bridging the Gap: Connecting In-Home TV Viewership to Real-World Outcomes” a Beet.TV Leadership series at POSSIBLE 2026, presented by Cuebiq. For more videos from this summit, please visit this page.
MIAMI — Marketers operate in environments where consumers move from awareness to purchase within seconds, but television’s sell-side infrastructure hasn’t evolved to support this accelerated decision-making reality that tech platforms have successfully embraced.
“Marketers have adapted to that reality faster than the TV sell side has,” Moe Chughtai, global VP at MiQ, told Beet.TV contributor David Kaplan at POSSIBLE. “When we talk to marketers, they’re already operating in a world where a consumer can move from awareness to intent to an actual purchase in the matter of seconds, if not minutes.”
This disconnect creates opportunities for TV players who can complement platform capabilities through comprehensive signal integration across watching, browsing, and shopping behaviors.
Completing the consumer picture
Television’s competitive advantage lies in capturing undervalued signals including cross-platform viewing data through ACR and set-top boxes, messy middle browsing behaviors spanning out-of-home to LLM interactions, and comprehensive online-offline shopping patterns.
“There’s phenomenal cross platform signals out there, things like ACR, like set top box data that let you see sort of even behind the walled gardens what consumers are tapping into,” Chughtai said. “Whether that’s seeing an out of home ad or a radio ad or even browsing LLMs these days, all those things influence whether a consumer considers your brand or someone else.”
These signals create complimentary outcomes to existing platform capabilities rather than competing directly with established tech dominance.
Currency conversations miss brand priorities
Measurement discussions focus excessively on impression currency rather than addressing actual brand challenges, with AI innovation enabling solutions that solve real business problems beyond traditional metric delivery.
“The last couple of years I just feel like we’ve over focused the measurement conversation around currency,” Chughtai said. “No one wants to fly out and talk about the US dollar. It’s the air that we breathe. It’s behind the scenes.”
MiQ’s Sigma platform demonstrates practical application by identifying QSR advertising waste in markets without store locations, providing actionable insights that drive campaign reallocation decisions.
Location intelligence remains underutilized
Despite privacy challenges reducing location data prominence, it represents consumers’ analog experiences during more than half their daily activities when away from screens in real-world environments.
“I think in 2026 it’s one of the most underutilized, undervalued signals of consumer behavior that’s out there because it’s 50% of the time that consumers have in the real world,” Chughtai said.
Partners like Veraset and Cuebiq play essential roles in new media landscapes by connecting CTV advertising to store visit outcomes and enabling comprehensive cross-channel journey mapping.
AI enables team empowerment
Future success depends on connecting diverse signal types through AI-powered platforms that enable campaign managers to analyze data directly without relying on data scientists for insights and activation.
“We’re in an AI first world. The role of marketers, the role of brands, the role of agencies is all about connecting signals together,” Chughtai said. “The most powerful thing is that you’ve got members of your team who care a lot about your brand and with the power of AI for the first time are able to dig really deep in the data themselves.”
You’re watching “Bridging the Gap: Connecting In-Home TV Viewership to Real-World Outcomes” a Beet.TV Leadership series at POSSIBLE 2026, presented by Cuebiq. For more videos from this summit, please visit this page.
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