CTV has become the most valuable screen in advertising. It's where premium audiences spend their time, where brand and performance converge, and where the smartest media dollars are moving. But as budgets shift and the ecosystem matures, a new set of questions is emerging: How do you buy it right? How do you measure what actually happened? And how do you prove it worked? 

In this session, brand leaders and ad tech innovators go beyond the hype to examine what effective CTV advertising actually looks like in practice — from planning and targeting to measurement and optimization. The channel has matured. Now it's time for the strategies to match.