02/23/26: Cynopsis Media Tech Update

Monday February 23, 2026

The Convergent TV World conference, produced by AdExchanger, Cynopsis and the Chief Marketer Network, is taking place March 5-6 in New York City. Click here to register.

“Transitional.” “Developing.” “Work-in-progress.”
Those words describe the current state of TV and video convergence, according to industry experts. We asked 10 industry influencers, including two buyers and three sellers, to rate the current state of channel convergence, the pain points they’d most like to see solved, and which opportunities they are most looking forward to this year.
Three takeaways:
1. The majority of respondents see a lot of room for improvement.
2. Some streaming publishers say they’re underwhelmed by advertiser investments.
3. Building confidence in convergence depends on two priorities: outcomes and interoperability. Find out why here.

TOP MEDIA TECH NEWS

Upstream, a supply-side platform that was called TheViewPoint until last week, introduced an automated direct-sales platform for TV and streaming video advertising. Early adopters include major broadcasters and streamers such as NBCUniversal, Disney, Paramount, Warner Bros. Discovery and Fox-owned Tubi.

· What’s happening? – Upstream is a sibling company of video measurement platform Tatari and Vault, a CTV privacy tech company that Tatari spun off in 2023. Tatari acquired Upstream in 2022 (when it was still called TheViewPoint), and has been working on adapting the SSP’s automation technology into what is now the company’s direct sales automation platform.
· So what? – The volume of connected TV ad sales transacted programmatically is on the rise. But at the same time, buyers are revisiting more direct relationships to increase cost efficiency and transparency in TV and streaming ad buys. Upstream expects its platform to be a case in point that CTV advertising effectiveness doesn’t hinge on programmatic – and, in some cases, could be even better without it.
· Now what? – Media buyers are putting more importance on direct relationships and direct deals with TV publishers. But they also demand the precise targeting, optimization and measurement that often comes hand in hand with programmatic workflows. It remains to be seen how – or whether – buyers restructure their investments to allocate more spend to ad buys that are automated, but not programmatic.

Paramount Skydance reportedly indicated in an SEC filing that its potential deal to acquire Warner Bros. Discovery has passed regulatory approval by the US DOJ. While there is still no official deal in place, the update follows Paramount Skydance sweetening its latest offer to include a $2.8 billion breakup fee for Netflix if the two end their talks of a proposed merger, among other perks.

· What happened? – In reality, Paramount Skydance made it past the statutory waiting period for the DOJ’s Second Request for Information under the Hart-Scott-Rodino Antitrust Improvements Act of 1976. In response to Paramount claiming regulatory approval, Netflix pointed out that this development does not constitute a confirmation of regulatory approval.
· So what? – For months, Paramount Skydance and Netflix have been battling it out to buy WBD. In December, Netflix agreed to acquire Warner Bros. Studios and HBO Max in an $82.7 billion deal. Shortly afterward, Paramount Skydance issued a hostile takeover bid, and in January, it sued WBD to force a disclosure of information about the proposed merger with Netflix. Both Paramount and Skydance have sweetened their offers for WBD in the same time frame.
· Now what? – Shareholders are set to vote on the Netflix merger at a special meeting on March 20. Until then, expect the upfront season around the corner to be where the major streamers are focusing their attention in the heated rivalry for viewership hours and ad dollars.

CONVERGENT TV WORLD 2026

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BEST OF THE REST

The IAB Tech Lab opens its new set of standards for ad delivery in live streaming events for public comment. The Live Event Ad Playbook, or LEAP, was developed in collaboration with FreeWheel, Index Exchange and NBCUniversal. The guidelines aim to improve ad effectiveness and monetization for live programming. The IAB also noted that streaming services are expected to spend more than $11 billion on sports rights alone this year.

YouTube made $60 billion in ad revenue in 2025, but the biggest YouTube creators are lessening their reliance on YouTube ad dollars while exploring other avenues. Some YouTube creators have built large enough fanbases or product lines originating from YouTube engagement to start their own businesses – and are finding that these businesses are growing more sustainably than their YouTube monetization.

CONVERGENT TV AWARDS

We’re Less Than a Week Out

The 2026 Convergent TV Awards finalists have been announced — and March 5 in NYC is almost here. Be there as we recognize the executives, teams, and platforms redefining convergent TV and unveil the winners live during the Awards Celebration.

See the finalists. Join us in NYC.

VIEW FINALISTS & JOIN US IN NYC

In Amazon’s latest pitch deck for Amazon DSP, Amazon showcases its hundreds of talks up its more than 800 free ad-supported TV channels as a reliable way for advertisers to reach more than 55 million monthly viewers via both through Prime Video and FireTV channels. It appears Amazon is ramping up its efforts to remind brands of its competitive reach and advertising features ahead of this year’s upfront season.

Dentsu and WPP have moved away from OpenPath, The Trade Desk’s direct-to-publisher demand channel meant to give buyers a more direct path to premium video supply. Both agency holding companies and advertisers spending with The Trade Desk have been reconsidering their investments in OpenPath, citing concerns such as insufficient transparency and hidden fees.

The AI-based video ad tech startup Vibe is running an extensive out-of-home campaign across major US cities to pitch itself as an ideal solution for smaller businesses to invest in streaming TV advertising. Some of its billboards jokingly pitched the ability for a brand to target particular tech leaders with ads for its product or service. While Vibe can’t actually target actual individuals, the point of the campaign is to showcase accurate and effective ad targeting at affordable rates.

Cynopsis Team

Lynn Leahey
Editorial Director
lleahey@accessintel.com

Stephanie Cronk
Brand Director, Convergent TV World, Top Women Network
scronk@accessintel.com

Dave Colford
SVP, Media
dcolford@accessintel.com

Advertising Opportunities
Kelly Mahoney
Group Director, Sales
kmahoney@accessintel.com

Kerry Smith
Division President
Access Intelligence

Cynopsis Job Listings Sales
Rob Hudgins

Cynopsis General Inquiries
clientservices@accessintel.com

Check out more jobs in Cynopsis Classifieds »

Job of the day

PRINT TRAFFICKER AND TECHNICAL COORDINATOR >>
FILM FEST DC/WASHINGTON, DC: Coordinate direct communication between print sources and the festival to ensure the on-time inbound and outbound delivery of all film materials and work with venue staff to deliver and test each film and KDM. Request and collect KDMs for all encrypted DCPs and maintain a spreadsheet that contains all the aspects of the film. Full info HERE

MANAGER, MEMBER ENGAGEMENT AND ANALYTICS >>
TELEVISION ACADEMY/NORTH HOLLYWOOD, CA:
Lead the execution of initiatives such as the Peer Circle program and Your Voice Matters, reviewing data to enhance program participation and ensure metrics are achieved; collaborate with the Senior Director of Engagement and Retention and stakeholders across marketing to manage delivery and optimization of the Member Benefits Perks newsletter. Full info HERE

BROADCAST ENGINEER >>
HIGH POINT UNIVERSITY/HIGH POINT, NC: Ensure high-quality production environments and provide technical leadership to faculty, staff, and students in live and recorded productions and play a role in supporting the school’s mission to provide industry-standard production experiences for students and will have opportunities to contribute to the development of emerging media technologies. More info HERE

ASSOCIATE PROFESSOR OF THE PRACTICE, MULTI-EPISODE TELEVISION PRODUCING >>
BOSTON UNIVERSITY – COLLEGE OF COMMUNICATION/BOSTON, MA: Develope, produce, and manage scripted and unscripted multi-episodic series for linear television and/or streaming. Qualified applicants will be distinguished multi-platform practitioners with a significant body of “boots on the ground” work in the TV and streaming industry. The position will require in-class instruction and on-set exercises. Full info HERE

PROFESSOR OF THE PRACTICE: STUDIO AND/OR FIELD DIRECTING; MULTIPLE CAMERAS >>
BOSTON UNIVERSITY – COLLEGE OF COMMUNICATION/BOSTON, MA: We seek a colleague with a significant body of practical work in television directing using multiple cameras for linear television and/or streaming platforms. Familiarity with visual effects and AI-supported tools is considered a plus. This position includes teaching directing of scripted and/or unscripted content using multiple cameras at many levels. Full info HERE

ASSOCIATE PROFESSOR OF THE PRACTICE: VERTICAL FILMMAKING/CONTENT CREATOR >>
BOSTON UNIVERSITY – COLLEGE OF COMMUNICATION/BOSTON, MA: We seek a colleague with a professional track record in the creation and development of original short-form content aimed at promoting, activating, and motivating young people through social activism, experimentation, entertainment, brand building, and audience engagement across today’s leading content platforms and social media ecosystems. More info HERE

SALES MANAGER – AP AD INSIGHTS HUB >>
ADVERTISER PERCEPTIONS/NEW YORK, NY: Drive direct sales of the platform offering, focusing heavily on new client acquisition. Reporting to and working closely with the GM of the Ad Insights Hub, this individual contributor will partner cross-functionally with Sales, Business Intelligence, Operations, and Client Services teams to build awareness and engagement with new clients. Full info HERE

SALES DIRECTOR – OMG
MOONBUG ENTERTAINMENT
NEW YORK, NY
Deliver and exceed sales revenue targets as well as build, manage and grow a strategic account list with a focus on Omnicom agencies and their clients directly, within the northeast. Ability to navigate holding company structure and negotiate strategic partnerships with key stakeholders (ratecards, preferred programmatic deals, content deals, etc.). More info HERE

DIRECTOR OF PERFORMANCE MARKETING >>
ATHLETE TO ATHLETE/SANTA MONICA, CA: Lead the performance marketing team across Meta Ads and new paid digital channels (TikTok, YouTube, Google, etc.) as well as build and execute a roadmap for channel expansion and profitable scale. Develop and run structured testing frameworks. Partner with Creative Strategist on ad briefs, testing priorities, and creative feedback loops. Full info HERE

SENIOR MANAGER, TRAFFIC >>
INSP, LLC./CHARLOTTE, SC: Oversee the Traffic staff and manage and monitor the day-to-day operations. Responsible for the prompt and accurate execution of broadcast logs for three networks. The manager assumes a leadership role within our Network Operations and consistently looks to streamline processes and increasing the effectiveness and efficiency of the Traffic department. Full info HERE

NATIONAL SALES MANAGER>>
HEARST MEDIA PRODUCTION GROUP/CHARLOTTE, NC: Oversee daily sales pipeline operations focused on national sponsorships, integrations, and branded content tied to unscripted programming. Manage and coach the Business Development team, drive outbound activity, shape proposals and pricing, and lead CRM strategy, reporting, and optimizations via Salesforce. Full info HERE

ASSOCIATE PRODUCER >>
NTD/WASHINGTON, DC: Pitch story ideas and write scripts/segment outlines as well as research guests and interview topics. Book guests and coordinate interviews. Help with logistics and sometimes field production. Support shoots and ensure production runs smoothly. Review footage and work with editors to shape final episodes. Write headlines, teasers, and social posts. Full info HERE

DIRECTOR, HUMAN RESOURCES AND ADMINISTRATION >>
THE JIM HENSON COMPANY/HOLLYWOOD, CA: Responsible for all HR functions and oversight of administrative and management needs. This strategic role is charged with operating from a customer service driven viewpoint that prioritizes employee satisfaction as well as enforce legally compliant policies, increase efficiency by implementing administrative and record-keeping best practices. Full info HERE

SENIOR DESIGNER >>
REELZ CHANNEL/ALBUQUERQUE, NM: Responsible for the concept, design and execution of various motion graphics projects for on-air promo and sales presentations. Will be required to design and create graphics for social media, digital and print. Must be able to follow brand guidelines and expand and change the brand look when necessary. Full info HERE

EVP, COMMERCIAL & TECHNOLOGY TRANSACTIONS, LEGAL & BUSINESS AFFAIRS >>
A+E GLOBAL MEDIA/NY(HYBRID): Oversee the three major areas of commercial transactions (comprised of supporting the Distribution, Total Media Solutions and Global Content Sales divisions) and the adjacent areas supported by the attorney teams that principally support those divisions (including vendor management and privacy). Full info HERE

SR. DIRECTOR OF SALES, KSTU & KUPX >>
THE E.W. SCRIPPS COMPANY/SALT LAKE CITY: Leverage our suite of advertising solutions to unlock growth opportunities for local and national businesses. Play a role in driving the station’s revenue goals as well as serving as the home station for Utah’s new NHL team. Collaborate with our production team to create campaigns that connect our clients with their customers in meaningful ways. Full info HERE

DIGITAL MEDIA BUYER >>
FURMAN ROTH ADVERTISING/NY(HYBRID): Plan, launch, and optimize digital marketing campaigns across various paid media channels (including Display, Google products, Paid Social, CTV, and Programmatic, etc.) while managing budgets effectively. Support the execution of media plans across platforms, overseeing targeting, budget allocation, and performance tracking to drive campaign success. Full info HERE

ACCOUNT DIRECTOR; CTV BRAND PARTNERSHIPS – MID WEST/WEST COAST
FUTURE TODAY
REMOTE
Build, maintain and expand a pipeline of sales targets, contacts, and sales opportunities leveraging your relationships with a heavy focus on new business revenue. Build/nurture relationships with the investment, strategy, precision and digital agencies as well as clients. Also maintain an ongoing knowledge of the streaming media landscape. Full info HERE

DIRECTOR, AD MARKETING & SALES >>
THE SHADE ROOM/REMOTE: Develop and execute a revenue growth strategy to drive direct advertising, branded content, and sponsorship sales as well as lead the development of compelling advertising and branded content offerings tailored for TSR’s audience and cultivate and maintain strong relationships with key advertisers, media agencies, and brand partners. Full info HERE

PROFESSIONAL LECTURER OF COMMUNICATION/SPORTS BROADCASTING >>
MARIST UNIVERSITY/ POUGHKEEPSIE, NY: Teach studio and field broadcasting and new media courses in sports media and journalism as well as be able to teach a studio course on producing a newscast and help students live stream a podcast or produce short-form feature content suitable for social media streaming. Also demonstrate through their teaching, professional activity, and service. Full info HERE

SALES LEAD – AGENCY PARTNERSHIPS
UPWAVE
NEW YORK, NY
Build and manage relationships with our agency partners – mostly targeting media buyers and planners – and help them see the value of adding Upwave measurement to The Trade Desk campaigns. You will both leverage your existing network and open new doors to achieve aggressive but achievable sales targets. Full info HERE