Is the future of TV advertising about performance or creative?

In the wake of the FIFA World Cup, how can performance marketers better turn streaming TV into a high-impact, programmatic ad format?

On this episode of the Performance Marketing Unlocked podcast, Julie Selman, SVP Head of EMEA at Magnite, joins host Joe to outline the future of connected TV (CTV). Together, the pair dissect how live events like the FIFA World Cup have changed the game, the impact of second screening on attribution, and whether or not TV has truly become a performance marketing channel.

This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.

~ Episode breakdown ~

(4:23) What did the World Cup teach us?

(13:20) Filling CTV's measurement gaps

(19:15) Overrated/Underrated

(22:25) PMW's Resell Me a Pen Challenge

~ Further reading ~

How live sport puts advertisers in a position to score

IPA Bellwhether: ‘A strong golden quarter will hopefully lie ahead’

Cannes Lions predictions 2026: ‘Specificity will win – less narrative, more proof’

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