Televisionation—Friday Fireside: The Trade Desk’s Melissa Hutter on “The Premium Payoff”

October 23, 2026

The Friday Fireside welcomes Melissa Hutter, Director of Global Market Research and Insights for The Trade Desk. Melissa takes us through “The Premium Payoff,” from The Trade Desk Intelligence in partnership with PA Consulting. First we define “premium,” which is influenced by the content (of course), the viewing platform, the viewing device and the consumer experience. And then we dig into how “premium” impacts audience engagement, brand trust and purchase intent. The Trade Desk will be participating in the TV of Tomorrow Show in San Francisco December 2nd and 3rd, and Melissa’s report is worth your time. Find it at https://www.thetradedesk.com/insights/behind-the-research-the-premium-payoff-video?utm_source=pr_eng&utm_medium=press