Linear broadcast remains a powerful audience and revenue driver, so how do we take this unique TV differentiator and make it easier to use for digital-centric buyers? There is a focus on making this inventory appear as if it were digital so it can be more easily integrated into increasingly digital cross-platform (and cross-media) plans. This panel explores the wider Total Video opportunity: What are the tools and processes that help unify the buying and selling experience across all premium video inventory? How do AI-powered and agentic systems help? You will hear the latest thinking on how to maximise the effectiveness of cross-platform advertising.