Industry Faces Challenges Integrating Linear and Digital TV Advertising
· 4d ago · Originally reported by VideoWeek
As audiences shift between traditional linear TV and streaming, the TV industry is striving to create a unified advertising market. Hossein Houssaini of Virtual Minds warns that neglecting linear TV in favor of digital could hinder progress toward true convergence.
Why it matters
Successfully merging linear and digital TV advertising is crucial for advertisers to reach viewers wherever they watch, but overlooking legacy systems may slow innovation and limit campaign effectiveness.
Explain it like I’m new here
It's like trying to build a new playground but forgetting to connect it to the old one, so some kids can't join in the fun.
Read the original at VideoWeek
Terms in this story
Linear TV
Linear TV is traditional scheduled television, broadcast, cable or satellite, where viewers watch programmes at the time the channel airs them, with ad breaks sold to all viewers of that channel.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Related stories
MNTN Lowers 2026 Revenue Forecast by 11% Citing Sales Execution Issues
MNTN, a connected TV advertising platform focused on small advertisers, has reduced its 2026 revenue forecast by 11%. The company now expects Q4 revenue between $75 million and $78 million, down from last year's $87.1 million, as new CEO…
Fox Acquires Roku, Gaining Control of Major Connected TV Platform
Fox has acquired Roku, offering Roku shareholders cash and Fox shares as Roku delists from Nasdaq. Fox aims to achieve $400 million in cost savings with the acquisition, raising questions about Roku's continued openness to third-party…
Fox Finalizes $22 Billion Acquisition of Roku, Reshaping Connected TV Landscape
Fox has completed its $22 billion acquisition of Roku, marking a major move in the connected TV and streaming sector. This deal brings together Fox's media assets with Roku's streaming platform and advertising technology.
Fox Corp. Completes $22 Billion Deal for Roku
Roku will be folded into Fox Digital Platforms, which also houses Tubi, Fox One, and Red Seat Ventures.