In this episode of The Middlemen, Tom Limongello and Scott Messer talk with Alex Holtz (IDC) about the convergence of CTV and retail media — and why TV operators are increasingly borrowing retail media playbooks around targeting, data partnerships, and measurement.

Alex shares a sell-side view of how authenticated viewing and identity graphs are changing audience buying, why FAST platforms are reshaping the economics of streaming inventory, and what this could mean for local broadcasters trying to compete in a more addressable, automated ad market.

Tom and Scott also pressure-test several big narratives in the CTV space — including where ad dollars could actually shift from as CTV grows — and explore what feels real versus what still needs proof.

Topics discussed

• CTV + retail media convergence: what’s real vs what’s hype
• Authenticated data, identity, and audience buying in streaming
• FAST platforms and opportunities for local markets
• Generative AI and creative automation in production
• Retail media tiers, partnerships, and ecosystem dynamics
• Budget shifts: where dollars may (or may not) migrate
• Future predictions: AI, content production, and rights management

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