We want to know how the industry ensures programmatic demand consistently reaches all suitable and effective inventory, so consider what could prevent this – whether the reasons are technical or commercial. There is a focus on programmatic transparency and the impact on buying effectiveness and publisher revenues if better signals enable optimisation against content, environment or performance. Can transparency become a competitive differentiator in programmatic? Some broadcasters fear their inventory could be homogenised in bundled pools of non-comparable video inventory, or that intermediaries will reduce their control, so what does great programmatic look like to them? This panel explores the most important programmatic innovations that can boost monetisation and marketing outcomes from premium streaming.