Ep. 123 From Incremental Reach to Performance Engine: NBC Universals Kristina Shepard on Streaming TV

Kristina Shepard, EVP of Streaming and Performance Sales and Partnerships at NBCUniversal, joins the AdTechGod Pod to unpack the evolution of streaming from incremental reach to performance engine. Drawing on her experience at Roku and NBC Universal, she shares how live sports, cultural moments, and scale are reshaping media strategy. Kristina explains why streaming is still early in its performance journey, how automation and personalization will define the next phase, and what it takes to lead in ad tech while building a career and family.

Takeaways

• Streaming has evolved to combine the best of digital and TV.
• The pandemic accelerated the growth of streaming services.
• Live content is crucial for audience engagement and brand visibility.
• Advertisers are increasingly viewing streaming as a primary channel.
• Diversity in content is key to attracting streaming audiences.
• The future of streaming will be more interactive and personalized.
• Women in leadership can bring unique perspectives to the industry.
• Balancing career and family is a common challenge for women in tech.
• Cultural moments drive significant engagement for brands.
• Streaming allows for a more dynamic ad experience than traditional TV.

Chapters

00:00 The Rise of Streaming and Performance Advertising

05:07 The Evolution of Streaming Content and Monetization

10:19 The Importance of Live Content in Streaming

17:57 Future Trends in Streaming Television

21:12 Navigating Leadership as a Female in Ad Tech

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