03/16/26: Cynopsis Media Tech Update

Monday March 16, 2026

   TOP MEDIA TECH NEWS

NBCUniversal touted the Milano Cortina 2026 Winter Olympics as a new record-setter for programmatic and AI usage in live sports streaming. Last month, Olympics ad inventory was available for agencies to buy through seven DSPs, including Amazon DSP, The Trade Desk and Viant. NBCU also underscored its use of AI in the Olympics to review creative, speed up reporting and optimize campaigns.

· What happened? – Unlike during the 2024 Paris Olympics, where programmatic ad inventory was centralized within The Trade Desk, the Games last month reached a much wider net of programmatic buyers.
· So what? – Compared to on-demand video, live sports streaming is a completely different beast, where competitive separation, brand exclusivity and brand safety reign supreme. With so much at stake, many ad deals in live sports are still direct, compared to the rapid growth of programmatic buying in streaming advertising. In NBCU’s case, a pairing of AI-based creative review and human oversight created an environment where programmatic in live sports can work well without being too risky.
· Now what? – As AI and programmatic only seem to become more popular in digital advertising workflows, the latest Winter Olympic Games could serve as a testament to the potential of programmatic in live streaming environments.

Amazon unveiled a redesign for the Fire TV interface. The upgraded interface includes a new category-based navigation system for content and personalized rows for recommendations. In addition to a revamped aesthetic look and navigation experience, Amazon also expects the new Fire TV interface to encourage more user engagement – which is good news for advertisers.

· What happened? – Amazon’s Fire TV upgrades represent more advertising opportunities as distributors and media buyers look for ways to engage users earlier in their content discovery and viewing journey. Addressing this buy-side need is just one way that media companies and streaming distributors are competing for advertiser interest and ad spend.
· So what? – Home screen inventory is rapidly emerging as a popular choice for marketers vying for viewers’ attention. As some viewers refuse to stream content with ads, home screen inventory can also help marketers reach viewers before they immerse themselves in content that may not be ad-supported.
· Now what? – Expect home screen inventory offerings to be just one of many ways that streaming distributors vie for advertisers’ attention and spend commitments during next week’s NewFronts presentations.

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   BEST OF THE REST

Long-form creator content is finding its way onto TV devices, but advertiser budgets are lagging, according to recent data from the creator growth company Spotter. In 2025, viewers spent more than 52 billion minutes watching episodic creator content across platforms and 76% of those creator TV viewers watched their shows on TV devices. But marketers still treat the category like social ads with budgets earmarked for influencer campaigns. Spotter – which helps brands manage social growth and YouTube rev share – supports YouTube’s argument that social video is worthy of larger media investment because of its role in driving consumer interest and, ultimately, conversions.

FreeWheel unveiled a new AI agent infrastructure designed to optimize premium video campaigns based on how they’re performing. The move follows FreeWheel introducing an MCP (Model Context Protocol) server that can integrate directly with buy-side AI systems. The announcement also follows FreeWheel’s and NBCUniversal’s live experiment earlier this year to activate campaigns across the publisher’s portfolio using agentic systems, in collaboration with indie agency RPA and AI analytics firm Newton Research. Additionally, FreeWheel hopes its new agentic infrastructure will serve as another differentiator from other supply-side platforms or programmatic partners.

Sticking with agentic AI, contextual advertising platform Seedtag rolled out an agentic AI platform to improve media planning and optimization. The platform, called Liz Agent, is built on the company’s AI product, named Liz, which helps brands find inventory more likely to reach their intended audiences. Liz Agent, according to the company, acts as a consultant buyers can interact with to explore contextual intelligence data that should help make campaigns more effective.

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Nielsen is delaying its next “Gauge” report, a monthly snapshot of TV and video viewing across streaming, cable and other channels. The delay follows Nielsen alerting clients that some of them may see a decline in streaming audiences, related at least in part to its recent incorporation of the Advertising Research Foundation’s DASH TV Universe Study. Nielsen maintains that the study’s data is accredited by the Media Rating Council and helps more accurately represent TV viewing. Recent tentpole sports events including the Super Bowl and the Winter Olympic Games are also expected to inflate linear and cable viewership numbers in comparison to streaming growth.

The volume of pharmaceutical advertising on TV, including streaming, is eliciting some skepticism throughout the ad industry, writes Mike Shields, media and advertising analyst and consultant, in his Substack newsletter “Next in Media.” Pharma ads running on TV are largely wasted ad spend if only a small fraction of the audiences they reach actually have a specified condition that an advertised medication would treat. The deluge of pharma ads on TV could also threaten the ability of TV and streaming to continue building a reputation with consumers as a medium that isn’t rife with too many mistargeted ads.

Publicis Groupe bought the measurement and content intelligence company AdgeAI. The firm uses AI-based analytics to optimize video creatives for performance based on audience engagement and conversion data. According to Publicis, the agency’s goal is to help its clients further differentiate their content from the glut of AI slop that consumers actively distrust, while also bolstering the agency holding company’s creative and AI chops.

Agentic AI platform BrandComms.AI announced its US launch, offering brands a way to more effectively generate ad creatives based on consumer and brand intelligence. The company also claims to compress creative timelines from months to weeks. Existing clients include Taco Bell and Realtor.com.

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

 

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Kelly Mahoney
Group Director, Sales
kmahoney@accessintel.com

Kerry Smith
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Rob Hudgins

Cynopsis General Inquiries
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Check out more jobs in Cynopsis Classifieds »
Job of the day
EXECUTIVE >>
TBS INTERNATIONAL/LOS ANGELES, CA: Draft, review, and negotiate a broad range of entertainment and media agreements, with a primary focus on unscripted television, format licensing, and intellectual property distribution. Handle development, production, and co-production agreements, including situations where TBS is designated as the production entity providing production services. More info HERE

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

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

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

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