CTV contextual advertising, like many things in life, is all about making good decisions, and making informed decisions based on a wealth of data means leveraging the right tools—often AI-driven—to gather and distill and interpret that data. Sometimes developing sound contextual media plans involves working with in-house tech and other times it means working with third-party tools, as Team Whistle (a DAZN company) president Joe Caporoso and Intersection CEO Chris Grosso explain in this discussion with SVTA subject matter expert Bhavesh Upadhyaya in this clip from Streaming Media Connect 2026.
The Coordination of Multiple Teams
Upadhyaya begins the conversation with Caporoso. “What are some of the tools that you guys use to help … understand the live events that are coming through and understand … the audience that’s watching as well too for the right ads?” he asks.
Caporoso discusses Team Whistle’s approach over the past couple of years. It has a team that has built “some proprietary technology around the Looker data and the audience data that we ingest. They coordinate with our primary distribution team and leads in terms of how we look at that data. And then it’s sort of distributed in real time to the production team, the programming team, and the advertising team in terms of what we’re seeing on a daily basis,” he says. The company has built out these internal approaches to match “with how we’ve sort of adapted some of these different feeds and how that information’s coming in. We’ve also been doing some different preliminary research on certain companies like Screens that give us opportunities to move around some different things from the cloud in terms of how we position some side-by-side advertisements.”
Caporoso provides the example of his company’s global deal…