Observed Signal · May 6, 2026 · Interview · Source: VideoWeek · Impact: 2/5 · Sentiment: Negative
Broadcasters Ignoring AdTech Risk Removal From Plans
In a VideoWeek buy-side interview, Paul McGee, Head of Video Planning at Goodstuff, warns that UK broadcasters risk being excluded from media plans if they fail to provide parity with global streaming suppliers on inventory access and insights. McGee discusses the rise of in‑housing, the shifting role of agencies toward strategy and tech-enabled value, and the importance of transparency in supply paths and measurement. He highlights tools and approaches Goodstuff uses—including a new product called Move focused on proximity to purchase and the measurement provider Beatgrid (used on an OVO campaign)—and urges broadcasters and publishers to adopt standard tagging, measurement partnerships and addressability to remain competitive against streamers and walled gardens.
Buy-side perspective highlights growing commercial and measurement gap between global streaming platforms and local broadcasters; useful for agencies, publishers and ad‑tech suppliers but not an industry-shifting policy or technical release.
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Key Takeaways & Evidence Grounding
- Paul McGee is Head of Video Planning at Goodstuff.
- VideoWeek published the interview on 2026-05-06.
- Goodstuff launched a product called Move, focused on proximity to point-of-purchase targeting.
- Goodstuff used Beatgrid for cross-platform measurement on a campaign with client OVO.
- McGee warned broadcasters that do not provide comparable inventory access and insights to streamers may be removed from media plans.
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