This explores the small medium business market opportunity for TV, and the business and technology strategies needed to take budget from global tech platforms. How large is the SMB market that TV can realistically serve? What can TV offer small medium businesses that YouTube and Meta cannot – what is the sales pitch? How do we make TV as easy to buy as social media? If TV seeks thousands of lower-margin advertisers, how do we ensure the operational efficiencies needed to deliver profit – and does this point towards multi-publisher shared advertising marketplaces? This session considers pricing/trading strategies, and the kind of programming SMBs are likely to appear within. How do we maintain the creative standards of TV, and protect the ‘elite’ halo that comes with exposure there (for all advertisers)?