Hyve

Possible Aims to Be Davos for Adland

Possible, a Miami-based media and marketing conference that gained attention with an Elon Musk keynote in 2023, is entering its fourth year with a larger physical footprint, roughly 25% higher attendance and a new content partnership with YouTube. Organized by Beyond Ordinary Events — which was reportedly acquired in 2024 by Shoptalk owner Hyve Group for about $40 million — the conference is expected to draw around 6,800 attendees from April 27 to 29. Last year’s attendance was 5,441, with a reported composition of approximately 30% brand marketers, 22% ad agency representatives, 32% tech vendors and 14% media company insiders. The YouTube partnership will extend Possible’s content online.

Possible Conference Doubles Footprint, Boosts Marketer Attendance

The Possible conference, entering its fourth year and now under Hyve Group ownership, will expand its Miami footprint from the Fontainebleau Hotel to the neighboring Eden Roc Miami Beach and expects about 6,500 attendees (roughly 20% growth from 5,400 in 2025). Hyve has scaled 'meetups'—paid, paired meetings between brand marketers and solution providers—moving 3,000 sessions to a beach pavilion. Organizers emphasize increasing the share of CMOs and marketing executives onstage and in attendance, with speakers from Coca-Cola, Unilever, Hershey’s, Catalyst Brands and Crocs. MMA remains involved in driving marketer participation. Hyve frames the meetup format as valuable "gold dust" for vendors seeking buyer access.

Amazon Slashes Ad Prices, Sparking Streaming Wars

Amazon Prime has undercut Netflix’s ad prices in AVOD, with Disney having cut CPMs by up to 15% recently; Amazon’s rates reportedly remain higher than Disney’s. Amazon is leveraging its data and a May-announced shoppable ad format that lets viewers add products to their Amazon cart via smart TV remotes. Hyve has acquired POSSIBLE, a marketing trade association backed by MMA Global, aiming to create the leading platform for industry networking, insights, and opportunities; POSSIBLE 2024 drew over 3,600 attendees, and the next event is planned for April 2025 in Miami. Separately, Connatix and JW Player are in talks to merge, with Court Square Capital Partners identified as the main funder and holding a controlling stake in Connatix. Together, these developments illustrate price competition in streaming ad tech and ongoing consolidation across the sector.