Optimize Everything! Trends in Media 2027

Every process is being streamlined. Every KPI is being questioned. Every euro in the media budget is being scrutinised. The media industry in 2027 is not short on tools, data, or ambition – but it is short on clarity about what optimisation actually means when streaming platforms are also ad channels, AI is rewriting production workflows, and audiences keep moving.

This panel brings together decision-makers from across the media value chain – content platforms, distributors, agencies, and marketers – to examine the state of the industry in 2027. The conversation is structured around one question: what does it take to optimise media – really? Not in theory, but in the decisions that happen every day across processes, metrics, and media mix. AI is part of the answer. It is not the whole story.