NAB Show Preview: Adtech Drives Revenue Conversations as Broadcast and Digital Converge
As the broadcast industry converges on Las Vegas for the 2025 NAB Show, monetization is set to be prominent in discussions with advertising technology shaping the future outlook.
The annual event, running April 5-9, showcases how traditional broadcasting and digital streaming continue to merge, creating new opportunities and challenges for content delivery and advertising strategies.
The migration of premier live events from traditional linear broadcasting to streaming platforms is key in driving content distribution and monetization conversation.
“Once the crown jewel of linear broadcast networks, sports and other big events are quickly moving into the streaming realm,” said Dave Dembowski, senior vice president of global sales at Operative.
This transition creates a hybrid environment where traditional linear sales strategies meet digital delivery systems. Media companies now face the challenge of unifying their product offerings, sales approaches and operations to accommodate this convergence.
“Just because streaming is digital doesn’t mean media companies are going to automate ad sales on their top content – they’re adopting tried and true up-front fixed ad sales models, but they still want the benefits of dynamic ad delivery and reporting,” Dembowski said.