147 FEATURE spend continues to grow strongly,” says Crownshaw. “Companies that are using what they know about their own audience to price their advertising inventory better, fill it and get more of it onto connected TV are seeing real results. Retail media is a particularly strong growth area right now. If your audience data is clean and joined up, you can use AI to price inventory more effectively, improve fill and unlock real revenue and margin opportunities. If it isn’t, you’re leaving money on the table.” Content archives represent another significant opportunity for revenue, if organised correctly. “Everyone is sitting on decades of footage they can’t properly search for or activate against audience data,” says Crownshaw. “Tagging content
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