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Why has AI become central to CTV?

· NXT Media Days Brasil 2026 · NexTV · Novotel Morumbi, São Paulo, SP · panelist

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Card de divulgação do painel “Por que a IA se tornou peça central na CTV?”, com foto de Igor Macaubas, painelista, Diretor de Produtos Digitais, Tecnologia da Globo — NXT Media Days Brasil, 01/12, Novotel Morumbi São Paulo

Panel moderated by Marcelo Natali (MADMIX), with Aline Jabbour (Samsung TV Plus), Ricardo Boer (LG Electronics) and Igor Macaubas (Globo), on how AI has become central to connected TV: audiences, ad automation, measurement and monetization.

Tuesday, December 1, 2026, 11:30 AM – 12:10 PM (BRT) · Room 2 · NexTV track

Speakers

  • Marcelo Natali — CTV innovation lead, LATAM, MADMIX (moderator)
  • Aline Jabbour — Senior Director, Samsung TV Plus Latam
  • Ricardo Boer — Business Development Manager, Latin America, LG Electronics
  • Igor Macaubas — Director of Technology, Digital Products, Globo

Topics

  • AI-driven audience understanding: from demographic segmentation to predictive models based on intent and behavior.
  • Automating the CTV advertising chain: from creative optimization to real-time bidding and dynamic ad insertion.
  • AI in measurement and monetization: better attribution, incrementality models and yield optimization in fragmented environments.