The future of ad-funded streaming isn’t just about scale; it's about precision. Relevance, timing, and data integrity are now the true currencies of success. That was the core message during my panel at this year’s Stream TV Show in Denver, where we explored how data and personalization are reshaping the ad experience across streaming platforms.
When people think of 24i, they often think "the app guys." And yes, we do build great-looking apps. But the real power lies behind the scenes. Our data infrastructure and content management capabilities are what drive real value for our customers, powering personalized experiences that deliver on both viewer expectations and business goals.
We’re capturing insights on content, consumption, and behavior and transforming that data into meaningful, actionable signals that fuel advanced advertising strategies.
From linear to digital: A shift in expectations
Even today, a significant chunk of ad spend still goes into traditional linear TV. But expectations have changed. Advertisers, especially those from the digital space, aren’t satisfied with impressions alone. They want to know: Was it the right ad? Did it drive action? Where did the viewer go next?
This is where connected TV and interactive formats shine. They give us the opportunity to deliver personalized, measurable experiences but also require us to evolve our workflows, tech stacks, and mindsets. It’s a slow but essential shift.
Smarter segmentation starts with smarter data
We used to rely on panel-based, broad audience definitions. Now, with user consent and behavioral data, we can segment audiences into detailed, valuable clusters. But with this increase in complexity comes a greater need for data quality.
At 24i, we’re embedding contextual and behavioral data into ad metadata to create a personalization engine, not just for content discovery, but for ad delivery. Clean, connected data is the foundation of this strategy: the better we define the audience, the better advertisers can tailor the message.
AI-powered precision: Delivering the right ad at the right time
Another key topic we explored was the use of AI. It’s not just about targeting the right person, it’s about doing so at the right moment. That’s where AI comes in. By analyzing user patterns and stream behavior in real time, AI can identify the optimal point to insert an ad, making it feel like a natural extension of the viewing experience rather than a disruption.
Whether your goal is brand awareness or performance, AI helps balance relevance with results.
From scroll to stream: Understanding viewer behavior
Many of our customers are growing their audiences through platforms like TikTok, Instagram, and YouTube. To close the loop, we’ve developed attribution tools that track the viewer’s journey, from social media engagement to in-app streaming and ad interaction.
This data helps marketers identify which acquisition channels are driving the most valuable engagement and adjust their strategies accordingly.
Ultimately, we’re heading toward a world where campaign performance is understood holistically across platforms, from social to streaming to linear. The data is all there. We are focused on connecting the dots.
So, what does success look like?
It depends. Success in advertising looks different depending on the goal. For brand campaigns, it might mean reach and frequency. For performance campaigns, it's all about conversion and ROAS. And the common denominator is data.
Success requires infrastructure that connects the dots across platforms, formats, and user touchpoints.
The road ahead
The Stream TV Show offered a clear view of where our industry is going. At 24i, we’re building tools that help our clients not only keep pace but also lead. From broadcasters and OTT providers to Pay TV operators, the opportunity to deliver smarter, more engaging ad experiences is here. You just need the right foundation.
If you’re ready to unlock the next level of ad performance, let’s start a conversation.
Smarter ads begin with better data. Let 24i help you deliver both.
