Platform proliferation has made channel planning feel impossible. Streaming vs. linear. TikTok vs. Instagram. Retail media. Programmatic. Podcasts (but they’re AV now!) Everyone's fighting for your budget and promising business results. In this session, you’ll find out which channels are grabbing the attention of our star line-up of senior media heads, who’ll explain what should be on your mind when making decisions about media spend in 2026. The panel will discuss how to build resilient media portfolios, balancing always-on vs. campaigns, brand-building vs. activation, and how to turn platform constraints into creative opportunities. Along the way, you’ll hear which channels are proving the most effective and how to measure results in a way that provides ongoing impact. You’ll also hear how the panel evaluates emerging platforms without burning budget, and balances proven channels with strategic bets.