We look at how content owners can grow advertising revenues in the next two years. How do we make even better use of live sports when seeking brand and performance outcomes for advertisers? How can programmatic attract new money to premium sport and the wider streaming TV market? We are interested in non-interruptive ad formats that boost ‘opportunities to see’ without increasing ad loads, so consider the impact of native home screen ads, pause ads, L-bars and sidebars. Expect discussions about in-break innovation, from dynamic product placement to AI-enhanced contextual placement. Large volumes of TV are still consumed via linear broadcast, so we look at how this ad inventory can be effectively digitised – with targeting and programmatic access – to give advertisers digital smarts with mass reach and more unified buying.