Observed Signal · Sep 29, 2026 · Interview · Source: State of Streaming · Impact: 2/5 · Sentiment: Neutral
MiQ's Moe Chughtai on Navigating Total TV Fragmentation
In an interview, Moe Chughtai, Global Vice President at MiQ, discusses how advertisers navigate the fragmented landscape of TV, streaming, social video, and broadcast. He emphasizes the necessity of a unified data strategy and measurement framework that elevates data above individual platforms to allocate media spend effectively. Chughtai highlights the challenge of buying across multiple platforms (e.g., Netflix via The Trade Desk, Prime Video via Amazon DSP, YouTube via Google) and the importance of owning data and using external measurement solutions to avoid blind spots. He also notes YouTube's dominance, with nearly 60% of MiQ's global YouTube ads served on TV screens, and predicts continued opening of walled gardens over the next two years.
The article provides insights into CTV advertising fragmentation and measurement but is not a major industry event; it's an interview with a vendor executive.
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Key Takeaways & Evidence Grounding
- MiQ is a tech-enabled programmatic managed services partner working with agencies and brands.
- Moe Chughtai is Global Vice President at MiQ.
- Netflix owns about 10% of total video activity on the big screen.
- Almost 60% of global ads MiQ runs on YouTube are on the TV screen.
- MiQ's traders run on average 45 campaigns per month, vs. median agency trader at 5.
Connected Companies & Entities
11 Entities mapped“MiQ is a tech-enabled programmatic managed services partner. We work with agencies and brands who want to run digital advertising across all...”
“Open web DSPs like The Trade Desk and Amazon...”
“Open web DSPs like The Trade Desk and Amazon...”
“Closed web solutions like Google and Meta...”
“Netflix owns about 10% of total video activity on the big screen...”
“Closed web solutions like Google and Meta...”
“If you want to buy Prime Video, you've got to go through the Amazon DSP....”
“If you want to buy YouTube and YouTube TV, you go through the Google platforms...”
“wanting to be on Prime Video, YouTube TV, Paramount, NBCU, and social all at once...”
“wanting to be on Prime Video, YouTube TV, Paramount, NBCU, and social all at once...”
“watched most of The Sopranos on TikTok, 90 seconds at a time...”
Ontology Mapping & Concepts
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