Beyond the Break: Redefining Creative on CTV

Media Stage

From pause ads to shoppable moments, new CTV formats are reshaping how viewers experience advertising. In this conversation, Ed Dinichert, CRO, TripleLift and Matt Van Houten, SVP, Product & Partnerships, DIRECTV Advertising, will discuss what’s working today, what’s next, and how creative technology is turning CTV into a platform for both storytelling and commerce.

Speakers

Key Takeaways

  1. 1.CTV as a dual-purpose platform – Creative technology is enabling CTV to serve both as a storytelling medium and a commerce driver.
  2. 2.Emerging CTV formats are evolving – Innovations like pause ads and shoppable moments are changing how audiences engage with advertising.
  3. 3.Focus on present and future strategies – Industry leaders will share insights on what's working now and what trends are shaping the next phase of CTV.