Convergence of Linear TV and Streaming TV

In this Magnite Minute, Bari Bucci, Senior Director of Trading & Strategic Partnerships at Ampersand, explains that the shift in viewing towards streaming TV can be attributed to consumer choice. Utilizing a multi-screen television approach is no longer a question but a must for advertisers and Bari expects more convergence of linear and streaming within media plans. Over time, all TV content will be IP delivered, blurring the line between what we know now as traditional linear and what is streaming.