What Counts: The VAB on Streaming, Attention, and the Numbers That Actually Matter

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What Counts: The VAB on Streaming, Attention, and the Numbers That Actually Matter

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Summary

Jason Wiese, EVP of Insights and Measurement at the VAB, might make you rethink your entire approach to media planning, buckle your seatbelt around AI, and race to embrace premium video. Wiese produces 50 to 60 research and insight pieces a year, and does not, in his own words, "deal in NON-hard numbers." Consider yourself warned. And informed. Host E.B. Moss gets Wiese to dish in a fast and fact-filled conversation captured during #possible2026 for Insider Interviews on how ad-supported streaming has won and how to see through the Illusions of the Internet. Example: #DYK: 95% of CTV viewers see ads on their home screen before they even choose what to watch, and more than half of new streaming subscriptions are to ad-supported tiers?! Fifty-one percent of internet traffic is non-human. Thirty-seven percent is malicious bots. Global ad fraud hit $111 billion last year — about 22% of total digital ad spend — projected to reach $172 billion by 2028. BUT - the good news is real too. Premium video remains the industry's most transparent, brand-safe environment, and Wiese walks through the VAB's five-pillar definition to cut through how loosely the term gets used. On what separates a valuable impression from a wasted one: "A bad ad environment can devalue a brand. It's not even a flat-line thing. It devalues a brand." He rounds it out with a clear-eyed take on AI in media planning, being useful if planners understand its inherent bias toward digital platforms before trusting any AI-generated allocation. And, if you want to see how good ad environments hold up in practice, the recent Insider Interviews episode with Atmosphere has some eye-opening eye-tracking data worth a look. Share this with someone who's still flying blind on digital metrics. And subscribe so you don't miss the remaining POV: Possible episodes. Non-bot likes and comments are especially welcomed.

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