In an advertising landscape defined by economic uncertainty and fast-changing consumer behavior, flexibility has become a defining principle of modern media investment, said Marcy Greenberger, chief investment officer of UM Worldwide, during a Beet.TV interview with contributor David Kaplan during Advertising Week New York.
“In a world of economic uncertainty and unpredictable client business performance, flexibility is key,” Greenberger said. “You have to be able to shift, cancel or add investment as conditions change, and just as importantly, pivot quickly as new media opportunities emerge.”
Retail media extends its reach
Greenberger highlighted how retail media networks have rapidly evolved into cross-channel data powerhouses, and aren’t limited any longer to display ads and shopper promotions. The ability to use first-party retail data across connected TV (CTV) environments, she said, represents one of the most significant advances in media targeting.
“Retail media started as a display-heavy space where people could see promotional ads and click to buy,” Greenberger said. “Now, retailers are innovating, forming partnerships with CTV platforms so advertisers can use purchase-based data to target audiences offsite. It’s an especially powerful opportunity for CPG brands.”
FAST and the shifting CTV landscape
As consumption accelerates across streaming platforms, Greenberger cautioned that the industry’s use of the term FAST, or Free Ad-Supported Streaming TV, has become overly broad.
“FAST can mean live guide-based channels like Samsung TV Plus or Pluto TV, but it also includes on-demand platforms like Tubi and The Roku Channel,” she said. “Consumers experience these very differently, and advertisers should, too.”
Despite these distinctions, the unifying theme is value: consumers seeking more content at low or no cost amid rising subscription and cable prices.
“FAST is giving consumers that value and giving advertisers new ways to achieve efficient scale,” she said.
Measurement still catching up
When it comes to ROI measurement, Greenberger said traditional models remain slow to reflect shifts in viewing and engagement.
“ROI itself hasn’t changed much, which is useful for tracking trends but doesn’t always capture what’s happening in newer channels like CTV,” she said. “We still see CTV underperform relative to linear TV in ROI studies, but that’s often a measurement lag, not a reflection of where audiences really are.”
She added that UM increasingly balances ROI with brand health metrics, such as awareness and favorability, while leaning on cross-screen measurement tools to understand overlap between linear and digital buys.
“It’s about ensuring we’re using duplication to our advantage or driving true incrementality,” she said.
Looking to 2026: Live sports and streaming innovation
Looking ahead, Greenberger said live sports remains one of the most vital investment areas as it transitions into streaming ecosystems.
“Live sports started as the last bastion of linear TV, but as it shifts into streaming, it’s still where consumers gather, whether through live games, highlights or related conversations,” she said. “It’s where cultural attention and engagement converge.”
She added that UM will continue closely monitoring CTV innovation, particularly around new ad formats and data partnerships.
“The key,” Greenberger said, “is staying nimble and evolving as fast as the platforms and consumers do.”