If you like to make ads, listen up. Streaming giants have begun knitting ad-based subscriptions into their viewing experiences worldwide—good news for us advertisers, but maybe not so much for the viewer ... or is it?

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The resurgence of ads within these platforms sparks a double-opportunity: an uptick in ad film production and a challenge for creatives to innovate with interactivity. The challenge I’m excited to get my teeth into? How we innovate ads without pissing people off. I don’t have all the answers yet—but I do think step one requires a deeper understanding of the platform and the viewer.

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Using data-driven insights to curate smarter approaches around both spaces, new ways to weave ads in (I think “pause-ads” are brilliant - sue me) and overall, a focus on enhancing the viewing experience.