Streaming now accounts for 39% of U.S. TV viewing, while short-form videos and live events are surging. As competition grows, media companies are using first-party data and commerce media to engage audiences. Direct-to-consumer models empower content owners to collect customer data, increasing the need for secure collaboration. Generative AI accelerates content development and campaign optimization, while data gravity drives companies to keep data in place to reduce costs and improve security. Privacy regulations are fueling clean room adoption, helping marketers balance personalization with compliance in an evolving ecosystem.

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