The short version

Andrew Frank predicted on January 7, 2026: “There will be a lot more data collaboration initiatives between advertisers, streaming companies, and maybe retailers as well to try to solve the accountability problem in streaming media in particular and in CTV and OTT. I think you’re going to see data become a more important part of the advertising ecosystem.” Verdict: Called…

Prediction by

Andrew Frank

On January 7, 2026

“There will be a lot more data collaboration initiatives between advertisers, streaming companies, and maybe retailers as well to try to solve the accountability problem in streaming media in particular and in CTV and OTT. I think you’re going to see data become a more important part of the advertising ecosystem.”

Follow-up

Major streamers deepened or launched partnerships with retail media networks, creating clean-room style data collaboration. Measurement providers and streamers expanded multi-party data clean rooms and cross-publisher IDs for CTV. Streaming ad products increasingly marketed first-party viewer data and collaboration tools as a key differentiator.

From the High Caliber AI network — see the AI for PR module in the course.