The App Wars are Over.
Welcome to the Super-App Era.
The CTV, streaming, and traditional media landscape is undergoing its most massive transformation in decades. To deliver high-performance results, you need a strategy that reflects where the market stands today… and where it’s heading over the next 12 months.
At mhp.si, we don’t just “place ads." We bridge the gap between a consolidating market and your bottom line.
The 12-Month Forecast: Navigating Consolidation
This time next year, the fragmented landscape we once knew will be replaced by a few dominant “Super-Apps”.
To scale in this environment, consolidation is the only path forward.
The Nexstar-TEGNA Merger
Once cleared, Nexstar will control 80% of U.S. households, effectively becoming the “gatekeeper” of local CTV inventory.
The Paramount-WBD Merger
This creates a powerhouse entity controlling both the NFL and the NBA.
Disney / Hulu Integration
The standalone Hulu app is sunsetting. Advertisers now purchase “Disney Core” to reach that audience.
Our Four Primary Pillars for 2027
No.1
The Sports Giants
The merged Paramount-WBD entity and Disney (ESPN/ABC) hold the most leverage over premium CPMs due to their dominance in live sports.
Note: Live sports will be fully streaming within four years.
No.2
Retail Media (Walmart / Vizio)
Walmart is now a top-five player in CTV. For our retail and CPG clients, “Watch-to-Cart” attribution is our new standard.
No.3
The Nexstar Local Monopoly
With Premion fully integrated into Nexstar, they will control every market. We shift local budgets into Private Marketplaces (PMPs) to ensure our clients keep access to premium local news inventory.
No.4
Amazon & Google
Prime Video and YouTube remain our primary reach vehicles, with Amazon leading in closed-loop purchase data and YouTube serving as the “New Linear”.
why mhp.si
No Channels. No Bias. Just Results.
Many advertisers are turning to cable companies to place their streaming ads. The problem? Those companies own the channels.
Cable companies and groups like Nexstar are incentivized to place your ads where they generate the best margin for them—like on their own NBC or local news properties.
We do things differently
- mhp.si does not own any channels.
- We place ads where the audience actually is, using a data-driven strategy.
- We address your problems and deliver results without bias.
a consolidated tech stack: Trade Desk & GMP
As streamers merge their ad servers, managing cross-platform frequency is critical to prevent oversaturating your audience.
We rely on The Trade Desk and Google’s DV360 (Google Marketing Platform) to manage your entire media mix with precision.
| Platform / Entity | Owner in 2027 | Strategic Outlook |
|---|---|---|
| Paramount-Max | Paramount Skydance | The Sports Powerhouse (NFL + NBA + March Madness). |
| Disney+ | The Walt Disney Co. | Hulu is gone. You are buying “Disney Core” (General Entertainment + FX). |
| Prime Video | Amazon | The leader in Closed-Loop Attribution. Vital for retail clients. |
| YouTube (on TV) | Alphabet (Google) | The “New Linear.” Still the #1 reach vehicle. |
| Nexstar Digital | Nexstar Media Group | The Local Gatekeeper. To hit 80% of local markets, you go through Nexstar. |
| Walmart Connect | Walmart Inc. | Vizio is a data provider. Buy inventory based on what people bought at Walmart yesterday. |
Yes is the Answer.
The market is getting smaller, but the data is getting smarter. If you want to know how these changes will impact your specific television plans and beyond, let’s talk.