Audiences are migrating from broadcasting to streaming, and Google just announced its decision to phase out third-party cookies. What’s a marketer to do? At CES, Disney, Pfizer and GroupM marketers discussed how they plan to evolve in a changing landscape. The Walt Disney Company’s Lisa Valentino emphasized the need for interoperability of data across platforms, with the consumer at the center. GroupM debuted its Ad Innovation Accelerator to “strategize and create scalable ad formats that are designed to be ubiquitous across ad-supported streaming environments.” Partners include BrightLine, Disney, KERV, NBCUniversal, Roku, Telly and YouTube.

GroupM U.S. Chief Investment Officer Matt Sweeney pointed out that, whereas linear TV had 16 minutes of ads per hour, “as it migrated to streaming, it became three minutes of ads.” To that end, the launch of the accelerator aims to “compel the marketplace to leverage the benefits of these digital platforms … [and] to work with audiences and different innovative marketplaces and to scale with media, not just one or two partners.”

Pfizer Global Head of Media, Growth & Performance Marketing Emmanuel Marques noted that, “we can start planning for digital and find additional moments on TV.” But what will be the “common currency” to measure effectiveness? Valentino asked if it “needs to be Nielsen.”

“Or are we moving to a micro-moment with lots of different flavors of opportunity?” she added.

Sweeney added that “competition in the marketplace needs to happen.” “I want research companies like iSpot to come forward,” he said. Both he and Valentino agreed that Nielsen will move forward to “quickly develop a dataset.”

Valentino said that marketers need “a new blueprint” going forward, as well as a focus on creativity. “Disney now looks at platforms as partners, not competition,” she noted. At Pfizer, said Marques, the new blueprint is to “put the consumer at the center and make it about their journey — and make sure we provide value for every interaction.”

“We’re just at the beginning of maximizing reach and frequency across multiple vendors in the streaming ecosystem,” he explained.

Marques emphasized the power of AI to streamline and scale up. “AI will play a role in the personalization of ads and generative AI will play a role in the creative” he said. “We have to move from the mindset of broadcasting to narrowcasting and a more efficient way of telling a story.”

Valentino pointed out that consumers have embraced Hulu as part of the Disney+ app. “When given the choice of a more streamlined experience, consumers want that,” she said. “And nearly 70 percent of the subs chose an ad tier.”