This E-Marketer podcast episode, recorded at the CTV and Streaming Advertising Trends for 2026 summit, features a panel discussion about ad strategies, targeting, integrated measurement, and the role of CTV in full-funnel campaigns. Senior Analyst Arielle Feger hosts Shruti Khatod from Nutrafol and Benjamin Vandegrift from the Video Advertising Bureau, who discuss the growth and adoption of CTV, driven by increased viewership, lower CPMs, and technological innovations. The panelists explore how brands are using CTV to drive results across the full funnel, the importance of first-party data, and the challenges of measurement and fragmentation. They also discuss the balance between precision and perspective in marketing, the practical uses of AI, and emerging capabilities like cross-publisher identity deduplication and innovative ad formats that will impact the industry.
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