With so many moving parts at play, what exactly are the assumptions behind today's differing streaming business models?

Cooperation is a must because the current streaming model is bad for consumers and unprofitable for platform owners, argues Warner Bros Discovery's CEO.

Marketing execs weigh in on the benefits and challenges.

Thoughts on what needs and variables will dominate 2023's negotiations, from ad-tech and other executives who are in the trenches with marketers on a daily basis.