The value of premium video has never been stronger. Big screen viewing, controlled ad loads, and the growth of live offerings create highly engaged audiences. However, it is a tumultuous time for the broader advertising industry. Brands are demanding transparency, control, and a high return on investment in a brand-safe environment. Big advertisers continue to vocalize their grievances with the walled gardens, citing lack of transparency into the content against which ads are placed and concerns that ads are viewed for no more than a few seconds. Meanwhile, the entire digital marketing ecosystem is working through the impact of Europe’s new General Data Protection Regulation (GDPR), which requires stricter management of consumer data.