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The digitalisation and data-centric approach to linear advertising is creating both opportunities and challenges for media companies on a global scale, as they strive to effectively monetise their advertising business across an expanding array of content, and distribution channels. In this data-driven session, Ben Tatta, Chief Commercial Officer at Operative, will examine the key forces shaping the global advertising market, including the rise of live streaming and connected TV (CTV) platforms, and explore how AI-powered technology is transforming the media industry’s ability to drive revenue growth in an increasingly complex landscape.