Premion has been recognized on Cynopsis’ inaugural “25 in 25” list, which celebrates companies shaping today’s rapidly evolving media landscape. For Premion, that impact comes from leveraging new technology to expand what’s possible for local advertisers. Daniel Spinosa, President of Premion, shares how SMBs can finally have a meaningful seat at the table.

How has Premion’s business changed in response to the changes in the media ecosystem?

The media ecosystem has transformed faster than anyone predicted — driven by the explosion of streaming and advertisers demanding more transparency, control, and measurable outcomes. For Premion, that shift has accelerated our evolution from an early pioneer in CTV to one of the most advanced, local-first CTV platforms in the industry.

We recognized early that local and regional advertisers would face the steepest challenges in navigating an increasingly fragmented landscape. So we built our business around solving those pain points: simplifying execution, curating premium inventory, and delivering the same sophisticated tools once reserved for national brands. Today, with the integration of Octillion’s DSP and the rollout of new omnichannel solutions and live sports programmatic capabilities, we’ve reimagined what’s possible for local advertisers — making CTV easy to use, easy to scale, and built for outcomes.

Our focus is unchanged but our capabilities have grown dramatically. We’ve expanded advanced targeting, unified measurement, and brand-safe, premium inventory across top-tier publishers. Most importantly, we’ve leveled the playing field so local advertisers can run affordable, effective campaigns on their terms — with full-funnel measurement and attribution that prove real business impact.

Technology and changing viewer habits have redefined what local TV is. Who benefits the most from these changes?

Local and regional advertisers are the biggest beneficiaries of this shift — and it’s long overdue. As audiences move seamlessly between streaming platforms, linear TV, and digital channels, “local TV” is no longer defined by the physical broadcast signal. It’s defined by reaching local audiences wherever they’re watching. That evolution used to favor large national advertisers with big budgets and sophisticated tech stacks. Now, advancements in CTV, programmatic buying, and omnichannel planning have fundamentally democratized access.

Small and mid-sized businesses, local agencies, and regional brands now have the same ability to show up in premium environments — including live sports, cultural tentpoles, and high-quality streaming content. That wasn’t possible a few years ago. Today, local advertisers can use precision targeting, curated inventory, attribution tools, and unified reporting to deliver real outcomes with the transparency and control they need.

In short: technology removed the barriers, and local advertisers finally have a seat at the table. It’s redefining what’s possible for the businesses that fuel local economies and communities.

What do you see as the biggest challenge in measurement now, and how do you see it being resolved?

The biggest challenge isn’t the lack of measurement — it’s the fragmentation of it. With dozens of publishers, walled gardens, and siloed reporting systems, advertisers struggle to get a single, trusted view of performance. That makes it difficult to manage frequency, understand incremental reach, or tie exposure to real business outcomes.

The path forward is unified, full-funnel, industry-specific measurement that brings everything together in one place. That’s why we’ve invested heavily in building measurement frameworks that connect the dots across the customer journey — from brand lift and website visits to in-store and online sales. Our approach offers transparency at the household level and clarity into how each impression is contributing to ROI.

As the industry continues to move toward greater interoperability and standardization, measurement will become more seamless. The end state is simple: advertisers should be able to see, trust, and act on their performance insights without stitching together a dozen systems. We’re already delivering on that future — especially for local advertisers who need accuracy, consistency, and actionable insights without the complexity.