The news: At The Trade Desk (TTD)'s FWD25 event, executives from major media companies including NBCU, Disney, and The New York Times shared insights on making premium content more accessible to both viewers and advertisers.

• NBCU's president of advertising and partnerships Alison Levin highlighted that 70% of its content hours are live moments, which it has intentionally made available on streaming platforms like Peacock.
• Disney's head of for addressable sales Jamie Power noted a dramatic shift in the company’s business model: “If I look at the business this year, it's majority biddable,” representing a significant change from their previous 60/40 split between programmatic guaranteed and biddable inventory.