Lindsay Shelton, director, North America, VIOOH
Not long ago, premium advertising meant a double-page spread in a glossy magazine or a 30-second spot during the Super Bowl.
It was about prestige, proximity to power and high price tags tied to exclusivity. But in the hyper-fragmented world of 2026, the definition of an exclusive environment has transformed. Today, the most coveted VIP section in the media landscape isn’t behind a velvet rope at a New York club; it’s more likely to appear on a digital screen during everyday moments, whether someone is filling up their car or walking down a busy urban street.
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