Ryan McConville, chief product officer at NBCUniversal, joins me in Cannes  for TRB Conversations, powered by EX.CO, to make the case that premium video has been underappreciated as the origin point of culture. That ends up leaving it shortchanged by the platforms that built their businesses on top of it as advertising was subsumed by performance marketing.

“If you only feed the bottom of the funnel, you eventually run out of new customers. Brand and performance are intimately linked. If you take your foot off the gas on brand, it’s just going to raise the cost in your other channels. It’s all performance—it’s simply different parts of performance.”

Chapters:

• 00:09 EX.CO Spot

• 00:36 Intro

• 01:40 Welcome

• 02:28 Rebooting TV for Streaming

• 05:11 Comcast Tech Stack Advantage

• 06:26 Attribution and Culture Credit

• 08:08 Proving TV Performance Lift

• 11:25 Democratizing CTV Buying

• 14:04 Agentic AI Hype Check

• 19:08 Buyer Agents and Whats Next