Opinion

Targeting tech has many technical hurdles to overcome to catch up to more predictable formats

Most consumers are skeptical of the world-changing technology, but that hasn’t stopped tech platforms in the past.

The 2026 FIFA World Cup represents a huge, and very different, advertising opportunity that is structurally unfamiliar for American brands accustomed to the stop-start rhythms of football, basketball, and baseball. Can marketers win it without an established game plan?

In this episode, Kristina Shepard sits down with Claire BeDell, Editor of The Outcome, to go beyond the Summit stage: how NBCUniversal is thinking about premium streaming, why advertisers need to move beyond content silos, and what it takes to create ad experiences that feel additive rather than disruptive.

Dana Cornelius, Senior Director of Product, Measurement at Attain, explores how evolving measurement infrastructure is shaping the future of Performance TV — and why verified transaction data is key to tying ad exposure to real-world outcomes.

In this episode, Amie Owen sits down with Claire BeDell, Editor of The Outcome, to go beyond the Summit stage: what "total commerce" actually demands, why creative and retail readiness are the legs most brands ignore, and what a beauty brand's in-store sales data revealed that no one saw coming.

Welcome to Voices from the Summit, a new interview series that picks up where the conversations from The Outcome Summit left off, going deeper on the questions that deserve more than 30 minutes on a stage.