Advertisers are building in-house media teams and demanding more control. AI tools like Apollo promise faster, data-driven planning, but human expertise remains essential. Industry leaders call for open debate on business models.
Media planning is undergoing a major transformation as advertisers increasingly bring expertise in-house and demand more control over campaigns. Technology providers are now expected to unify data from multiple sources, automate processes, and deliver strategic guidance. Marin Ćurković, CEO and co-founder of All Eyes on Screens, explained that the convergence of linear TV, Connected TV, and streaming has made the 'Big Screen' environment more fragmented, but also more addressable. He said his company focuses on integrating impact, planning, and modeling into client workflows, regardless of whether the goal is branding or performance.
Ćurković noted that advertisers like Deichmann are negotiating directly with media sellers and seeking partners who can support their inhousing journey. All Eyes on Screens positions itself as a technology provider and strategic advisor, offering tools such as Apollo, an AI-based planning platform that predicts audience behavior and allocates budgets for maximum reach or impact. Apollo now processes not only linear TV data but also streaming and CTV data, creating a comprehensive solution rather than just a data product.
He emphasized that while clients retain control over deals and negotiations, All Eyes on Screens supports them with scenario planning, forecasting, and ongoing optimization. The company has expanded its strategy team, hiring 25 experienced media professionals to focus on strategic alignment rather than daily campaign management. Ćurković said the most important skill for clients is the ability to define and prioritize goals, as conflicting objectives require clear decision-making.
AI and Human Expertise
Ćurković argued that AI tools like Apollo accelerate decision-making by generating thousands of scenarios in minutes, allowing marketing teams to simulate outcomes and adapt quickly. He said this enables both data-driven deep dives and high-level overviews, freeing up time for strategic choices. However, he stressed that human expertise remains critical, as trust in AI recommendations is not automatic. All Eyes on Screens uses a hybrid approach, combining self-service options for advanced users with an 'Agentic Layer' that connects AI technologies to their planning system, allowing users to ask natural language questions and receive actionable suggestions.
He also highlighted the need for closer integration between creative and media planning. Apollo can compare the performance of different ad assets, such as social media creatives versus traditional TV spots, and optimize based on defined KPIs. While the technology is ready to manage creative assets, organizational silos often prevent seamless collaboration between creative and media teams. Companies that embrace inhousing tend to break down these barriers more easily.
Data, Privacy and Partnerships
Ćurković discussed the importance of data partnerships, such as with Utiq, which provides privacy-compliant identity solutions to connect Big Screen and open web channels. He said this is especially relevant for campaigns that extend beyond TV, enabling retargeting and incremental reach in Connected TV. He believes that leveraging these additional audiences can unlock more value from traditional Big Screen campaigns.
On the topic of data ownership, Ćurković stated that long-term success in the market requires companies to possess at least two of three assets: attractive inventory, intelligent AI use, and a proprietary data advantage. All Eyes on Screens has declined requests to license its data for external model training, preferring to use its own data to continuously improve planning and optimization. He also stressed the importance of European data sovereignty, noting that the company hosts and controls its own infrastructure to meet strict privacy and security standards. Clients retain full control over their data and can delete it at any time.
Ćurković expressed interest in a collaborative European marketing technology platform, suggesting that companies with strong technologies in audience building, measurement, and verification could join forces. He said All Eyes on Screens would participate in such an initiative if industry leaders take the lead.
Industry Change and Open Discussion
Looking ahead to DMEXCO, Ćurković said he hopes for more open discussion about the impact of AI, new planning approaches, and evolving business models. He believes the industry should question outdated models and openly debate how value is measured and compensated. He pointed to North America as an example, where companies are already collaborating on solutions, and called for more experimentation in Europe, including joint labs involving technology firms and research institutions. He also argued that the industry needs to focus more on content, since optimizing reach ultimately depends on what captures audience attention.
For further insight into how advertisers are balancing brand safety and campaign reach with the help of AI and contextual data, see this analysis of Teads' approach to contextual targeting: how context and AI are shaping brand safety strategies.
