In the premiere episode of On Creativity, Arthur Querou—CEO of Vibe.co—explains how his team is redefining the role of television in the modern media mix. A self-proclaimed “advertising nerd,” Arthur shares how Vibe is using data and creative strategy to prove that TV isn’t just another channel—it’s the one that makes every other channel perform better.

Local advertisers have long been shut out of live sports on CTV—until now. PREMION President Daniel Spinosa shares how his team solved one of streaming TV’s toughest challenges: enabling local brands to seamlessly place ads in live sports through a smart programmatic solution. It’s how PREMION is leveling the playing field and helping hometown brands win big on the biggest screens.

What if you could finally buy the mythical “Jennifer Aniston’s Sweater” while watching Friends? KERV.ai CEO Gary Mittman explains how their AI-powered tech identifies items in content, links them to real product catalogs, and makes them instantly shoppable for viewers. It’s not the future—it’s happening now as KERV is transforming TV into a next-gen shopping experience.

Comscore’s EVP, Commercial, Tara Gotch explains how the company is helping media companies and marketers make sense of today’s fragmented landscape. With audiences spread across platforms, screens, and formats, it’s easy to get lost in the weeds. Tara shares how Comscore pulls all those pieces together to deliver a holistic view of reach. It’s all about moving from scattered data points to strategic clarity.

For decades, the TV industry ran on a single standard: one panel, one rating, one yardstick for value. That era is over. Streaming changed all that. Audiences are scattered, data is everywhere, and buyers and sellers are rethinking what “currency” really means.

In Currency Reimagined, TVREV unpacks how we got here, what’s holding the industry back, and what needs to happen next. It’s not about crowning a new currency king. It’s about building flexible, transparent frameworks that let buyers and sellers align on what really matters—campaign by campaign.