# Stop Buying Video in Silos: A New Playbook for Brands

Page: https://stenobird.com/podcast/next-in-media-470115/stop-buying-video-in-silos-a-new-playbook-for-brands
Text version: https://stenobird.com/podcast/next-in-media-470115/stop-buying-video-in-silos-a-new-playbook-for-brands.md
Podcast: [Next in Media](https://stenobird.com/podcast/next-in-media-470115)
Published: 2026-07-09T09:00:00+00:00
Episode link: https://next-in-media.simplecast.com/episodes/stop-buying-video-in-silos-a-new-playbook-for-brands-2stWdcgv
Audio file: https://pscrb.fm/rss/p/cdn.simplecast.com/media/audio/transcoded/0c5f6d0a-8d46-49e6-93ab-e1b788fbf085/52d0b960-b4ba-4ed3-b906-2cdf551997ff/episodes/audio/group/0f2fec92-4251-4e58-b465-3cb40c398d50/group-item/b8ce5f9e-873d-433f-bba8-a261130ddf77/128_default_tc.mp3?aid=rss_feed&feed=YFEXptae
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JSON: https://stenobird.com/v1/public/podcasts/next-in-media-470115/episodes/stop-buying-video-in-silos-a-new-playbook-for-brands
Duration seconds: 1221

## Resource

Tinuiti Chief Product Officer Sean Odlum, joins Mike Shields at Cannes to break down why YouTube requires its own media classification, how clean room technology is unlocking deterministic measurement across connected TVs, and what it takes to crack cross-platform attribution.

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## Transcript

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