How AI, Smarter Signals And Omnichannel Strategies Are Reshaping Streaming TV’s Next Chapter

We caught up with Blake Hebert, Premion’s Senior Director, Publisher Operations, following POSSIBLE to discuss the biggest themes driving streaming TV right now — from the industry’s growing focus on operational AI and smarter signal-driven targeting to the continued rise of converged and omnichannel video strategies. Here’s what stood out most and where he sees the market heading next.

TVREV: You were at POSSIBLE this year. What conversations felt most important coming out of the event?

BLAKE HEBERT (BH): What stood out to me most was how much the industry conversation has evolved from growth to execution. A few years ago, the focus at these events was still around why streaming deserved a larger share of media budgets and a more pivotal role in advertisers’ strategies. Now the discussion is much more centered on how marketers make it work better — how they improve efficiency, connect data across channels and drive stronger business outcomes from increasingly complex media environments.

You could feel that shift throughout the conference. There was a bigger presence from measurement companies, commerce platforms, infrastructure providers and identity solutions alongside traditional streaming and television players. That tells you the market is becoming far more integrated and operationally focused.

TVREV: AI obviously dominated a lot of the conversation. What are advertisers actually looking for right now?

BH: Advertisers are becoming much more pragmatic about AI. The excitement is still there, but marketers are no longer satisfied with broad AI messaging. They want to understand exactly where the technology creates value inside campaigns and workflows.

Creative adaptation came up often. Brands are exploring how AI can help tailor creative for different viewing experiences and support newer formats without requiring completely new production cycles every time. But honestly, the bigger focus seemed to be on efficiency. 

Advertisers are looking closely at how AI can streamline optimization, automate manual processes and help teams react faster while campaigns are live. One thing we continue hearing consistently is that marketers want fewer disconnected systems. They’re prioritizing technology that reduces operational friction and makes the ecosystem easier to navigate.

TVREV: How is the industry thinking differently about data and targeting today?

BH: The conversation around targeting is becoming much more signal-oriented and context-aware. Instead of relying purely on identity or scale, companies are increasingly focused on interpreting behavior — understanding viewing patterns, engagement trends and contextual signals that help advertisers better align messaging with audience mindset.

That’s becoming especially important as privacy expectations continue evolving and deterministic signals become less available. What advertisers ultimately want is a clearer understanding of influence and outcomes. They’re looking for ways to connect media exposure with business performance across multiple channels rather than evaluating platforms in isolation. That’s pushing the industry toward more predictive and adaptive approaches to targeting instead of static audience segmentation.

TVREV: We keep hearing about “convergence” and “total TV.” Does those still feel like industry buzzwords, or are they becoming reality?

BH: They’re definitely becoming operational reality. One of the clearest themes at POSSIBLE was that marketers are no longer planning media channel by channel. They’re thinking much more holistically about how video, audio, commerce and digital channels work together throughout the customer journey.

The conversation around streaming TV felt much less siloed this year. It was increasingly tied to cross-channel measurement, unified planning and broader omnichannel strategy discussions.

That shift is happening organizationally, too, and aligns with our latest  CTV/OTT Advertiser Survey, which shows integrated or hybrid teams now control 55% of CTV and streaming TV budgets rather than separate linear and streaming groups. That’s significant because it changes how marketers approach reach, frequency and performance measurement across the entire video ecosystem.

The industry has talked about converged TV for years. What feels different now is that advertisers are actively restructuring around it.

TVREV: So where do you think the industry goes from here?

BH: The market is entering a much more mature phase. Advertisers are asking more sophisticated questions around transparency, measurement and interoperability. They expect partners to simplify complexity, not contribute to it.

The companies that gain momentum over the next few years will be the ones that help marketers create more connected media strategies — bringing together data, measurement and activation in ways that are easier to manage and more effective for consumers. Streaming TV remains central to that future, but increasingly as part of a broader converged media strategy rather than a standalone tactic.