What did you watch last night, and where did you watch it?

TV has changed faster than the industry’s ability to define it.

Streaming has reshaped viewing habits. Creator-led content is moving onto the biggest screen in the house. Broadcaster inventory is flowing through programmatic pipes. And while the industry talks confidently about outcomes, transparency and precision — many are still questioning whether the systems behind CTV are truly ready.

So where are we really now?

Join Alliance partner Sabio as we unpack the realities, contradictions and future of Connected TV in an honest debate.

If you work in media, planning, trading, adtech, broadcasting or measurement, this is a webinar you need to be part of.

This webinar will explore how agencies can unlock smarter performance from TV in an increasingly fragmented viewing landscape. As audiences spread across streaming platforms, connected TV and linear channels, driving efficient reach and measurable results has become more complex than ever.

With the introduction of Sabio’s household graph, agencies can now target, measure and optimise campaigns at a far deeper level – reaching the right households with more relevant messaging while increasing unique reach and reducing wasted spend.

Join us as we discuss how this new level of precision can translate into real commercial impact, and what it takes to make addressable TV work harder for your clients in 2026.

Expect practical insight into the commercial, measurement and strategic tensions shaping the future of television advertising.

 

Key themes will include:

The Viewing Reality vs Industry Lag

Has streaming already won? Are live sport and cultural moments the last stronghold of linear TV? And what happens when audiences become harder to find but potentially more valuable?

What Is TV Content Now?

From YouTube creators on connected TVs to broadcaster inventory traded programmatically

Outcomes, Measurement & Trust

Can the industry genuinely measure CTV outcomes with confidence? Are we optimising for business impact or simply the metrics easiest to report?

Progress vs Chaos

As platforms, measurement and buying models multiply, are we building a better ecosystem or simply a more complex one?

Transparency, Trust & Incentives

What does true transparency actually mean in practice? And if the ecosystem became fully transparent tomorrow who would stand to lose the most?

About our speakers:

Mark Griffiths, Sales Director, UK – Sabio

With over 15 years of experience in business planning, revenue growth, and research analysis, Mark is a digital and video evangelist with deep expertise across both traditional TV and the evolving streaming ecosystem. His experience spans emerging technologies, platforms, and audience environments, consistently driving winning creativity and innovation. In previous roles, he has shaped product development by translating complex data into clear, actionable insight, developed best-in-class strategic frameworks, and designed tailored approaches that have helped advance the video industry.

Guillermo Dvorak, Director of Sales, EMEA – Sabio

Guillermo is passionate about driving innovation, growth, and efficiency, while ensuring the highest standards of quality and performance. He has a had a range of different roles, starting in media buying teams exploring both digital and traditional broadcast channels, but quickly diversifying to strategy and planning, where he specialised in multi-channel solutions that addressed the challenges brands had from every touchpoint of the audience experience. Also, he lead data teams creating tailored stacks that would simplify workflows, enhance media targeting and reduce wastage from every media plan.