Format: Five weekly sessions, 75 minutes each

Cohort Size: Up to 35 participants

Customization: Aligned to Globo’s ecosystem, including Globoplay, DTV+, broadcast + streaming convergence, and Brazilian market dynamics

Interactive Delivery: Whiteboarding, live discussion, applied examples, scenario-based exercises

Session Recaps: Key takeaways and shared internal frameworks after each session

Weekly Quizzes: Reinforce concepts and benchmark knowledge retention

Delivery: Can be delivered in person or over Zoom

Introduction to CTV: Definition of Connected TV and its evolution from traditional linear television

Key components of the ecosystem: Smart TVs, streaming devices, operating systems, broadcasters, streaming platforms, distributors, and advertisers — and how they interact

Streaming and video business models: AVOD, SVOD, TVOD, FAST, hybrid models, and broadcaster-led streaming

CTV vs. traditional TV advertising: Differences in targeting, measurement, ad delivery, flexibility, and accountability

Market structure and power centers: Who controls supply, demand, data, and access — and why that matters strategically and commercially

Creates a shared foundation across strategy, tech, product, and commercial teams

Clarifies Globo’s role in a rapidly shifting video ecosystem

Improves conversations with advertisers, agencies, and partners

Enables teams to articulate how Globo competes with global streamers and platforms

Data collection methods: Automatic Content Recognition (ACR), SDK-based tracking, publisher data, device-level signals, and platform data

Identity and cross-device measurement: Household vs. individual identity; connecting CTV exposure to mobile, desktop, and offline outcomes

Data types and governance: First-, second-, and third-party data; use cases, limitations, and privacy considerations

Measurement frameworks: Reach, frequency, outcomes, attribution, incrementality, and brand vs. performance measurement in CTV

Enables more confident conversations around targeting, outcomes, and ROI

Helps teams understand the value of first-party data in a privacy-first world

Reduces confusion around attribution and cross-platform measurement

Supports smarter product and measurement strategy decisions

Ad serving mechanics: Ad tags, ad requests, decisioning logic, and Dynamic Ad Insertion (SSAI/DAI)

Publisher vs. advertiser ad servers: How inventory, creative, and tracking are managed across systems

Direct vs. programmatic ad serving: Priority, pacing, targeting, and yield implications

Operational challenges: Latency, buffering, ad sequencing, frequency control, competitive separation, and ad load

Sets realistic expectations for delivery and optimization

Improves collaboration between commercial, ops, and ad tech teams

Reduces friction with advertisers by explaining delivery behavior clearly

Strengthens credibility in discussions about ad load and viewer experience

Programmatic marketplaces: Open Exchange, PMPs, Programmatic Guaranteed, and auction mechanics

Key ecosystem players: DSPs, SSPs, agencies, publishers, broadcasters, and walled gardens

Buying and selling workflows: How campaigns are planned, transacted, and optimized

Challenges and tradeoffs: Transparency, supply-path optimization (SPO), frequency management, fraud, and measurement gaps

Demystifies programmatic for non-ad-tech specialists

Helps teams defend value and pricing beyond commoditized supply

Supports smarter packaging across direct and programmatic demand

Improves internal alignment on why deals win or lose

Competitive landscape: How broadcasters, global streamers, and platforms compete for attention and ad spend

DTV+ and broadcast-digital convergence: Strategic implications of interactivity, measurement, and addressability

Monetization and product strategy: Balancing viewer experience, yield, and advertiser value

Future trends in CTV: Identity shifts, privacy regulation, retail media convergence, and evolving buying behavior

Connects education directly to Globo’s transformation initiatives

Supports better long-term product and monetization decisions

Helps teams think proactively, not reactively, about market change