Q&A with Origin's Fred Godfrey The Streaming Wars

I spoke with Fred Godfrey, CEO of Origin, to discuss how the company is redefining CTV performance advertising through long-term client relationships and creative innovation. Using strategies like dynamic creative production (DCP) and real-time split-testing, Origin combats ad fatigue and enhances viewer engagement. Fred emphasizes moving beyond traditional ad formats, aiming for immersive and personalized ads that adapt to real-time conditions. Looking ahead, Origin is focused on transforming ad breaks, envisioning a future where brands offer value exchanges aligned with evolving viewing habits.