DK LLLounge | Friday | 11:30 AM
For decades, TV was about reach and GRPs. Today, competitive advantage lies in data infrastructure and unique first-party data. Is intelligence becoming more valuable than airtime? Broadcasters, platforms and advertisers all sit on valuable audience information, so the real advantage belongs to those who understand it better than everyone else.
When we asked the community which conversations they wanted on stage this year, this shift from airtime to intelligence quickly climbed the list.
Lordan Kondić (Marketing Consultant) moderates this discussion with Maja Biočić (Marketing Consumer Director, A1 Hrvatska, Member of IAB Croatia), Filip Remskar (CEO, Castoola) and Tomislav Vinceković (CEO, Duplicato Media) on how television evolves from selling inventory to building smart intelligence systems, with a key question in mind: when everyone can buy reach, who actually owns the thinking behind it?