While individual viewing time (DEI) falls back below 3 hours in 2025 and even falls below 1 hour 20 minutes among those under 50, advertisers like Lidl are abandoning linear television. In this context, the year 2026 promises to be a pivotal moment for the video ecosystem.
Certainly, news and live sport remain, in France, catalysts for the power of linear. Certainly, CTV must still remove certain obstacles: homogenization of audience measurement, standardization of new formats, development of accessibility of inventories, data and analytics thanks to artificial intelligence, platformization and programmatic.
But the market is moving forward: harmonization is underway, and these new levers, whether streaming or formats, undoubtedly benefit from strong traction with agencies and advertisers.
All these transformations will be at the heart of the next edition of Future of TV Ads.
In detail, these essential questions will be addressed:
How does the convergence between digital and linear face the challenge of harmonization?
Table of Contents
- How does the convergence between digital and linear face the challenge of harmonization?
- New formats in CTV: what are the challenges for the advertising ecosystem?
- Agentic AI, a new turning point for TV?
- What are the challenges of measurement to remove the last obstacles to convergence?
- Streaming: what are the prospects for 2026?
Always more consumed and invested to the detriment of linear, CTV remains a bustling ecosystem, which must still mature and align with formats and measurement standards to fully attract advertisers.
With Anne-Sophie Cruque (OMC) and Laurent Bliaut (TF1)
- Therefore, what will be the place of the different players in the ecosystem in the media mix of advertisers in 2026?
- What are the main expectations, and what projects should we follow in this quest for harmonization?
- Finally, what innovations can we still hope for, when the linear sector will also have to align in terms of accessibility and regulations?
New formats in CTV: what are the challenges for the advertising ecosystem?
The development of new formats specific to CTV, such as Homescreen, Pause Ads and other interactive formats, brings its share of problems.
Avec Marc Herbault (Rakuten), Adam Marki (TF1) and Julien Guagliardo (Teads)
- What place do they occupy in the advertisers’ marketing funnel?
- How to integrate them into your media planning without harming the audience’s advertising experience?
- And, at the same time, what are the standardization issues to promote their programmatic access?
Agentic AI, a new turning point for TV?
Whether it is platformization or programmatic buying, one of the major challenges for the future of TV lies in its ability to make its advertising offers more accessible. How is artificial intelligence used – from conception to creation – to transform campaigns?
Avec Franck Lewkowicz (PubMatic), Thibaut Fromantin (Publicis) et Elise Guyard (M6)
What are the challenges of measurement to remove the last obstacles to convergence?
Cross-video audiences, attention or omnichannel performance… While the market is structured in 2026 around Médiamétrie initiatives such as MediaWatch and MediaReach, how will these solutions coexist with the performance measurement approaches and technologies developed in recent years?
With Diego Semprun (Fluzo), Didier Beauclair (Union des Marques) and Mayssa Chehab (Netflix)
Streaming: what are the prospects for 2026?
With the attention span and purchasing power of audiences not scalable, streaming services must redouble their efforts to attract and engage their subscribers. This issue also concerns advertisers, looking for innovations in terms of inventories, data activations or measurement.
Between competition and collaboration, how will platforms approach the coming year?
With Rokaya Moamah (Amazon Ads) and Marjorie Guedj (Disney+)
