In today’s fragmented media landscape, leveraging data is the key to cutting through the noise and reaching the right consumers with precision. This session dives into how brands and retailers can harness first, second, and third-party data to plan and activate smarter TV campaigns across CTV and other Advanced TV environments. We’ll explore how behavioural insights and geo-targeting strategies are being used to deliver relevance at scale—whether it's aligning with consumer habits, location, or purchase intent.  Emerging trends like the integration of AI and machine learning are further amplifying these capabilities, enabling even more sophisticated audience segmentation and predictive analytics. The session will examine the growing intersection between TV and retail media—exploring  how brands can close the loop from impression to transaction through data collaboration and innovation.