POSSIBLE 2026

MIAMI — CTV can target ads – but often to the wrong person in the household. A campaign aimed at pickup truck buyers might reach a household that fits the demographic profile, but if the teenage daughter is watching Gilmore Girls on dad’s account, that impression is essentially wasted. The solution, according to one ad […]

MIAMI — In an industry that still occasionally treats gross rating points like sacred scripture, David Porter, head of advertising research, data and insights at Warner Bros. Discovery, arrived with this suggestion: maybe it’s time to upgrade the math. Speaking with Beet.TV contributor David Kaplan at the POSSIBLE conference, Porter laid out a vision for […]

MIAMI — IAS launched Total TV to address advertiser reluctance to shift linear television budgets toward connected TV due to transparency gaps, providing show-level and channel-level verification through integrations with Amazon Prime, Paramount, Disney, and NBCUniversal. “If you ask brands, why won’t you shift more linear TV dollars over into CTV? They often say it’s […]

MIAMI — Artificial intelligence’s tsunami of creative production is expected to dwarf the internet’s already overwhelming content saturation. That’s going to force marketers to build entirely new management systems for thousand-fold increases in versioning and variation. “TikTok ushered in a big change to creative volume and velocity, where many of our marketers were saying, ‘I […]

MIAMI — At the Possible conference, where every conversation eventually becomes about “attention” and someone is definitely trying to reinvent television before lunch, David Kostman, CEO of Teads, offered a simple reminder: your ad campaign now begins before anyone presses play. Kostman pointed to the growing importance of connected TV home screens, those few indecisive […]

MIAMI BEACH, Fla. — The pharmaceutical industry has long dominated television advertising with blockbuster drugs and massive budgets. But connected TV is rewriting those rules, potentially giving smaller, precision medicine brands access to premium inventory they could never previously afford. It’s a change in how healthcare marketers can reach specific patient populations during high-impact viewing […]

MIAMI BEACH, FL – Retail media was once the cute little side project of digital advertising, quietly selling sponsored cereal placements and hoping nobody asked too many questions about attribution. Now it has become one of the industry’s loudest growth engines. U.S. commerce media advertising rose 18% to $64.3 billion in 2025, according to IAB […]

MIAMI BEACH, Fla. — At the Possible conference, where optimism flows as freely as rosé and every panel promises to reinvent advertising by Tuesday, Tim Vanderhook, co-founder and chief executive of Viant Technology, delivered a reality check. Some of your TV ads aren’t just underperforming. They are performing to absolutely no one. “We see 20 […]

MIAMI BEACH, Fla. — POSSIBLE 2026 drew more than 7,500 attendees this week, up from 5,400 last year, as organizers used the event’s momentum to announce an international expansion to Lisbon, signaling ambitions to turn the fast-growing marketing conference into a global franchise. The Portugal launch marks the first overseas edition of POSSIBLE, which has […]