Next in Media – Podcast Summary
Episode: How Mike Law Is Navigating the CTV Targeting Puzzle at Carat
Host: Mike Shields
Guest: Mike Law, CEO of Carat North America
Date: March 31, 2026
Episode Overview
In this episode, Mike Shields speaks with Mike Law, CEO of Carat North America, about the rapidly evolving landscape of Connected TV (CTV) advertising. As media, marketing, and advertising are reshaped by technology and data, they tackle critical questions on CTV’s targeting capabilities, fragmentation challenges, the blending of traditional and new video platforms, and the role of AI and human strategy in media planning. This wide-ranging conversation offers insights into balancing data-driven targeting with reach, the shifting definition of TV, the rise of creator media, and the future of media planning in an AI-centric industry.
Key Discussion Points & Insights
1. The New Definition of TV and CTV
- TV is Anything on a Big Screen:
- Mike Law emphasizes the blurred lines between “traditional TV” and streaming/CTV, with “TV” now defined as “anything that pops up on the big screen” (00:00, 02:08).
- Evolution of Targeting:
- CTV’s promise was precise targeting, but overly relying on addressability can stifle brand growth and lead to audience siloing (00:06, 03:08).
- Quote:
"Brands have gotten too addressable at times and then they've become so siloed in who they're targeting that they forgot about growing the brand and growing the business."
– Mike Law (00:06, reiterated at 03:08)
2. Balance Between Targeting and Reach
- Challenge of Fragmentation:
- There’s immense data and provider fragmentation, plus technical limitations, making it tough to define and reach the right audiences (00:27, 07:00).
- Real-World Example:
- Ads are often mis-targeted, such as a child watching Disney receiving a B2B ad due to household-level targeting (07:46–08:10).
- No One-Size-Fits-All Approach:
- Brands often toggle between hyper-targeting (especially in tough business times) and broader audience acquisition for sustained growth (05:19).
- Quote:
“We need to go find new audiences . . . the audience that got you there may not be the one that…”
– Mike Law (05:26–06:02)
3. Limitations and Pitfalls of CTV Targeting
- Technology is Not Yet Perfect:
- IP-based or household-level targeting is imperfect and may lead to inefficiencies or wasted impressions (09:07–09:18).
- Quote:
“We try to over-technical TV and video when we should be thinking about the reach extension."
– Mike Law (09:18)
- TV as a Unique Medium:
- TV (including CTV) remains unmatched for reach, community-building, and live events, which performance channels can't replicate (09:18–10:25).
4. YouTube, Social Video & the Changing Video Landscape
- YouTube’s Role:
- YouTube is rapidly becoming more like TV, especially from a viewer’s perspective, but some brands still hesitate to see YouTube as a “TV” property due to legacy mindsets (11:10–12:29).
- Quote:
“I am in the camp that YouTube is becoming more and more like TV every day and I wasn’t paid to say that.”
– Mike Law (12:44)
- Budgeting and KPIs Drive Platform Choices:
- Channel selection is influenced by campaign KPIs, whether focused on reach or on targeting, and by whether budget is from brand or performance teams (12:29).
- Complexity of Modern Media Planning:
- Today’s user journey is chaotic and multi-platform; planning must consider a constantly shifting and fragmented landscape (13:26–14:48).
5. Creators as a Force in Modern Video
- Creator Content as Scalable TV:
- Creator-driven episodic content now rivals traditional TV in duration and reach, and should be considered in upfront and reach calculations (14:48–16:16).
- Quote:
“We have to be much broader in our definitions of what TV and video are today.”
– Mike Law (16:42)
- Micro-drama and New Formats:
- New content formats (e.g., 90-minute movies released as 3-4 minute vertical videos) add layers of complexity for measurement and planning (17:35–18:33).
6. Evolving Role of Media Planners & the Human Element
- Automation and AI Are Reshaping, Not Replacing:
- Though media planning is increasingly data and AI-enabled, human strategy, creativity, and judgment are still critical (20:29–21:34).
- Quote:
“The power of humanity to be seeing and feeling what’s happening in real time, to put in the right inputs into these systems . . . I don’t agree that we don’t need people. . . . We’ve dubbed this year the human renaissance.”
– Mike Law (20:29–21:34)
- Planners will Collaborate Closer with Strategy and Insight Teams:
- As technology handles more optimization, planners will focus on differentiation, messaging, and innovating brand experiences that machines can’t replicate (23:32–24:18).
7. The Agentic Future of Media Buying
- Cautious Optimism on Agentic Technologies:
- Autonomous “agents” will allow more efficient optimization, but industry needs guardrails, regulation, and human oversight to avoid inefficiency, excess fees, and generic sameness in advertising (24:18–26:39).
- Quote:
“Could agents go out and buy media and optimize on their own? I think that absolutely… Should they or will they is the question.”
– Mike Law (26:10–26:15)
8. What’s Exciting and What’s Frustrating Right Now
- Excited About:
- The reaffirmation of the value of creativity, content quality, and the human element in an AI-driven era (27:57–28:33).
- Cautious About:
- The fragmentation of tools and data, urging the industry to collaborate and establish standards rather than rush headlong into automation (27:57–28:39).
- Quote:
“All this talk around AI, agentic, automation has highlighted… the importance of the humans in our industry and the value of creativity.”
– Mike Law (27:57)
Notable Quotes with Timestamps
-
On Over-Targeting Risks:
"Brands have gotten too addressable at times and then they've become so siloed in who they're targeting that they forgot about growing the brand and growing the business."
– Mike Law (00:06, 03:08) -
On YouTube’s Shift to TV:
"I am in the camp that YouTube is becoming more and more like TV every day and I wasn't paid to say that."
– Mike Law (12:44) -
On the Complexity of Today’s Media Landscape:
“I've heard it kind of talked about as this bowl of spaghetti… the user cycle is all over the place.”
– Mike Law (13:26) -
On the Irreplaceable Human Role:
“We’ve really dubbed this year the human renaissance, because everybody’s so quick to say that AI and automation is going to rule the world. . . . The power of humanity to be seeing and feeling what’s happening in real time, to put in the right inputs into these systems.”
– Mike Law (20:29–21:34) -
On Agentic Buying:
“Could agents go out and buy media and optimize on their own? I think that absolutely… Should they or will they is the question. . . . It could go rogue. . . . More likely, it's just going to create a sea of sameness.”
– Mike Law (26:10–26:56)
Important Timestamps
- 00:00–01:07: Redefinition of TV, CTV targeting challenges
- 03:08–04:43: Over-targeting and brand growth tension
- 07:00–08:15: Fragmentation and household targeting limitations
- 09:07–10:25: The reach versus precision challenge in streaming
- 11:10–13:01: YouTube’s evolution as a “real” TV platform
- 14:48–16:42: Creator content, integration into traditional media planning
- 20:29–24:18: Changing role of planners in an AI/agentic world
- 24:18–27:04: The promise, pitfalls, and future of agentic optimization
- 27:52–28:39: Industry optimism and the need for collaboration
Conclusion
This episode delivers a nuanced look at the crossroads of addressability, technology, and creativity in the evolving world of video advertising. Mike Law makes a compelling case for blending data-driven approaches with brand storytelling, cautions against overreliance on automation, and stresses the ongoing need for human insight in media planning. As the definition of TV continues to broaden and creators shift the content landscape, the industry faces both complexity and unprecedented opportunities for impactful advertising.