Otis D. Gibson, Founder, Chief Creative Officer, GERTRUDE, INC.: “The TV ad buying market has never been more exciting or more complicated. The player to watch is Netflix. It is new to the ads business, but as one of the pioneers of streaming, it brings the largest subscriber base among paid video streaming services: over 300 million subscribers. An ad opportunity I love from Netflix is the custom content integrations that allow brands to integrate themselves into the storylines of Netflix properties. There have been countless brands baked into the Stranger Things show content, helping reinvigorate nostalgic brands like Eggo and showcasing a brand’s ability to always be relevant, like Nike. More recently, the partnership between Sephora and Running Point was another standout; it wasn’t just good product placement – it advanced the storyline. If you layer on Netflix’s proprietary targeting data (viewer moods, real-time placement within the Top 10 shows), the effort to create these custom ad experiences really starts to pay off with efficiency.”