RECEIPT #ANDREW
JAN 07, 2026
PREDICTION BY
Andrew Frank“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.
ORIGINAL SOURCE
www.marketingbrew.com