Who Is Jigar Captain?
Jigar Captain is Head of Engineering at Premion, a leading Connected TV (CTV) advertising platform that delivers scalable, brand‑safe streaming ads in U.S. markets. He has 20+ years of experience building large‑scale advertising technology systems and now focuses on how emerging tech and measurement innovations are transforming television advertising. (TechBullion)
1. TV Is Changing — Not Dying
From Linear to CTV as the New Norm
- Traditional television is no longer a separate medium; viewers switch fluidly between linear TV, streaming apps (like Netflix, Hulu, Disney+), and online video.
- This shift means TV advertising must treat all screens as a unified ecosystem rather than separate silos. (Digital Journal)
CTV’s Dual Advantage
- Unlike legacy TV ― which offered mass exposure without precision ― CTV delivers both scale and data‑driven targeting.
- With over 88 % of U.S. households using internet‑connected TVs, advertisers can now reach large audiences with granular targeting similar to digital ads. (Digital Journal)
Captain’s view:
“CTV blends the emotional impact of television with the data discipline of digital.” (Digital Journal)
2. Measurement & Accountability: The New Frontier
The Measurement Gap
One of the biggest challenges—according to Captain—is fragmented TV measurement:
- Traditional panel‑based metrics were designed for linear broadcast, not multi‑device, app‑based viewing.
- Today, a single user might watch content across multiple devices, making it hard to unify metrics unless systems adapt. (TechBullion)
New Measurement Standards
Captain stresses that measurement must evolve to:
- Reflect how people actually watch—combining data from smart TVs, phones, tablets, and linear sources.
- Provide outcome‑based proof (e.g., website visits, store traffic, real conversions), not just reach. (TechBullion)
On navigating new currencies:
“Different measurement systems are like tools in a toolbox — advertisers need context, not a single universal number.” (TechBullion)
3. The Role of AI and Data
AI Enhances CTV Analytics
Captain notes that machine learning and AI are central to CTV performance:
- AI helps with identity stitching (linking a viewer’s activity across devices), fraud detection, and outcome tracking.
- It enables real‑time campaign optimization—adjusting creative, pacing, and budgets on the fly. (TechBullion)
Privacy‑Conscious Personalization
In his broader thought leadership (e.g., Forbes Technology Council), Captain highlights:
- Hyper‑personalization built on first‑party data, machine learning, and context signals—without relying on invasive third‑party tracking.
- Tools like data clean rooms and privacy‑first architectures make this possible while maintaining viewer trust. (Forbes)
4. Viewer Control & Advertising Evolution
Audience in Control
In a Forbes piece, Captain argues that modern audiences dictate their advertising experience:
- Viewers can choose formats, frequency, and engagement modes.
- Features like interactive ads and viewer preferences change the traditional one‑way communication into a choice‑driven system. (Forbes)
Advertising as Engagement
The future of TV will see:
- Interactive commerce: viewers engaging directly with ads (e.g., QR codes, voice queries, shoppable TV).
- Ads becoming part of the experience rather than interruptions. (Forbes)
5. Strategic Guidance from Captain
Here are the key pieces of advice Captain offers to advertisers and media leaders:
Treat measurement as a strategic advantage
Test and compare multiple measurement frameworks to get richer insights. (TechBullion)
Lean into data‑driven optimization
Use AI to predict performance, detect creative fatigue, and inform real‑time decisions. (TechBullion)
Respect viewer autonomy
Audience‑controlled experiences drive better engagement and brand recall than forced impressions. (Forbes)
Integrate across screens
CTV, linear TV, and digital video should be planned and measured holistically. (Digital Journal)
6. What the Future Holds
According to Captain:
- CTV will continue evolving into a core pillar of media strategies, not just an alternative to digital or linear TV. (Digital Journal)
- Real‑time optimization, interactive formats, and seamless commerce on the big screen are on the horizon. (Digital Journal)
- Advertisers who adapt quickly to data clarity, measurement innovation, and audience choice will thrive. (Forbes)
Summary — Key Themes from Captain’s Views
| Trend | Captain’s Insight |
|---|---|
| CTV adoption | Viewers now blend TV and streaming, requiring unified advertising strategies. (Digital Journal) |
| Measurement evolution | Legacy metrics are obsolete—brands need deduplicated, outcome‑based analytics. (TechBullion) |
| Data & AI | AI unlocks insights, identity resolution, and real‑time optimization. (TechBullion) |
| Audience control | Viewers dictate how ads are experienced, changing engagement paradigms. (Forbes) |
| Future of ads | Interactive, privacy‑preserving, and commerce‑connected formats will drive growth. (Forbes) |
In essence: Jigar Captain sees television advertising not as dying, but transforming into a data‑rich, audience‑centric ecosystem where Connected TV (CTV), advanced measurement, and AI‑powered insights redefine how brands connect with viewers. Advertisers who master measurement clarity, agile optimization, and consumer‑first experiences will succeed in the next chapter of the TV advertising revolution. (TechBullion)
Here’s a case‑study and commentary breakdown of Jigar Captain’s insights on the future of television advertising — drawing on his views from multiple published interviews and articles about Connected TV (CTV), measurement, AI, consumer control, and strategic implications for advertisers. (TechBullion)
Case Study 1 — Solving the TV Measurement Fragmentation Challenge
The Challenge
As TV viewing shifts from linear broadcast to streaming across multiple devices and apps, advertisers struggle with inconsistent measurement:
- Different platforms often report conflicting audience numbers for the same campaign.
- Fragmented data makes it hard to know which impressions are real and which are duplicates or misses.
- Legacy panel‑based TV metrics were never designed for an ecosystem with smart TVs + tablets + phones all playing the same content. (TechBullion)
Captain’s Engineering Approach
Jigar Captain, Head of Engineering at Premion, frames this as an engineering and ecosystem problem:
- He focuses on building CTV systems that provide clarity — unifying data from devices, platforms, and linear sources into reliable insights.
- He argues the industry must move from single reach numbers to outcome‑based measurement (e.g., whether ads drove site visits or store footfall).
- His team designs infrastructures resilient to evolving “measurement currencies” — systems with different counting methodologies. (TechBullion)
Commentary
“Accountability isn’t optional anymore — it shapes every decision we make… Advertisers don’t want dashboards; they want clarity.” — Captain on why measurement must evolve in TV’s streaming age. (TechBullion)
This case shows that accurate measurement is not just technical work but strategic imperative for the future of TV advertising.
Case Study 2 — Consumer Control Transforms CTV Advertising
Shift from Interruption to Choice
In a Forbes article, Captain highlights a fundamental shift in viewer expectations:
- Traditional TV pushed ads to audiences who had no choice.
- Modern CTV gives power to the viewer — letting them select ad formats, set frequency preferences, and even engage with interactive elements for rewards.
- Viewer control leads to higher engagement and tolerance for advertising when it’s perceived as respectful and relevant. (Forbes)
Innovative Formats in the Wild
Examples in the evolving landscape:
- Binge modes — where viewers accept several ads upfront for uninterrupted content later.
- Contextual choices — viewers selecting ad categories or personalization settings.
- Interactive commerce — QR codes, polls, AR demos and voice commands integrated into TV ads. (Forbes)
Commentary
“The audience is in control, and that’s the best thing for television advertising…”
“The future belongs to brands that create advertising experiences audiences want rather than tolerate.” — Jigar Captain, on why control increases effectiveness. (Forbes)
This highlights a consumer‑centric model where ad experience is co‑designed with the audience — not just delivered at them.
Case Study 3 — AI’s Role in CTV Analytics and Optimization
AI in Measurement & Identity Resolution
Captain emphasizes the growing role of AI in tackling TV advertising complexity:
- Identity stitching: Connecting a viewer’s behavior across devices (TV, tablet, phone).
- Fraud detection: Spotting patterns that indicate non‑human activity or invalid impressions.
- Real‑time optimization: Forecasting performance, spotting creative fatigue, and adjusting delivery on the fly. (TechBullion)
AI bridges gaps that legacy systems couldn’t even address, turning fragmented signal streams into clear insights that drive decisions.
Commentary
Captain frames AI not as a luxury but as a necessity for next‑gen CTV campaigns:
“AI lets us forecast performance, spot creative fatigue, and adjust budgets in real time.” (TechBullion)
This case shows how data science and machine learning are core to CTV’s growth, not just add-ons.
Case Study 4 — Privacy‑Respecting Personalization and Commerce
Balancing Insight and Trust
In the CTV world, Captain underscores that personalization must be privacy‑first:
- Use of first‑party data and contextual signals over intrusive third‑party tracking.
- Data clean rooms and privacy‑preserving models help advertisers gain insights without compromising viewer trust. (Forbes)
Interactive & Commerce Extensions
Successful brands are experimenting with:
- Shoppable TV — linking on‑screen ads with QR codes or companion device interactions.
- Engagement‑rewarded choices — where users opt into more ads for value (discounts, access). (Forbes)
Commentary
Captain’s view:
“CTV personalization is about relevance while maintaining privacy boundaries.”
This shift marks a turning point where viewer trust becomes a competitive advantage, not a compliance checkbox. (Forbes)
This case shows how effective personalization must respect autonomy and privacy.
Industry & Strategic Comments on Television Advertising Evolution
On Measurement Innovation
Measurement challenges aren’t unique to Premion — industry bodies such as the Joint Industry Committee are working on aligning standards, which Captain sees as essential for meaningful comparisons across platforms. (TechBullion)
On Consumer Empowerment
Captain’s broader thesis parallels a growing trend: viewers now have choice and agency, and those who respect that control generate better outcomes. This mirrors global shifts in media consumption where value creation outweighs interruption as the dominant metric for ad success. (Forbes)
On AI & Future Tools
His advocacy for AI goes beyond measurement — he positions it as a strategic accelerator, enabling deeper insights and proactive campaign adjustments that were once impossible with manual systems. (TechBullion)
Key Takeaways from Captain’s Case Studies
| Trend / Challenge | Captain’s Insight / Strategy |
|---|---|
| CTV measurement fragmentation | Unified data, outcome‑based measurement is critical. (TechBullion) |
| Viewer control & engagement | CTV empowers choice and interactive formats. (Forbes) |
| AI analytics | AI is essential for identity resolution and real‑time optimization. (TechBullion) |
| Privacy‑first personalization | Relevance + trust drives engagement. (Forbes) |
In summary
Jigar Captain’s perspective on the future of television advertising centers on a fundamental shift from legacy broadcast metrics and forced exposure toward a data‑driven, audience‑centric, AI‑enabled, and privacy‑respecting ecosystem. CTV isn’t just an evolution of TV — it’s a reinvention where measurement clarity, viewer agency, and intelligent insights form the backbone of tomorrow’s advertising strategies. (TechBullion)