TELEVISIONATION – The Swedlow Show: Data-Driven TV: Inside Boathouse’s Media Playbook

March 30, 2026

Tracy Swedlow, Editor-in-Chief of InteractiveTV Today (ITVT) interviews Michele Madaris, Media Director at Boathouse, a full-service agency in Waltham, Massachusetts. Boathouse specializes in connecting strategy with creative and media execution to drive business outcomes. They leverage various video tactics, including linear TV, connected TV, OTT, and pre-roll video, to solve client business problems. Madaris emphasizes the importance of understanding client needs beyond their stated requirements and the role of data in their strategies. Boathouse works with highly regulated clients like Mass General Brigham, using data from digital clean rooms and premium publishers for campaign delivery. They focus on breaking down silos, leveraging AI for optimization, and ensuring comprehensive, integrated solutions for clients.