5 Reasons to Attend Forward 2026 and Unlock What’s Next in Advertising

“Where should our budget go next year, and what will actually work?”

Every marketer is asking some version of that question right now, because the answers that worked a year ago have stopped delivering today. 

Even with more paths to an audience than ever before, reaching them has never been harder. Attention is the scarcest currency in media, and it’s scattering across screens. The old standbys don’t carry the weight they once did and AI is changing the rules daily. And through it all, every dollar is scrutinized more closely than ever.

That's a challenge, but it's also an opportunity. The brands that get oriented early, ask better questions, and learn from the people already testing answers will be the ones who carve out a path to getting it right.

On Thursday, October 29, Tatari is hosting Forward at The Glasshouse in New York, an invite-only afternoon designed to help you and your team set the stage for what comes next in media and advertising. 

Here are five reasons why attending Forward isn’t just beneficial - it’s essential.

1. Get a Clear Read on Where Advertising Is Headed

Forward lives up to its name. The afternoon is built around a point of view on where the ad industry is headed. Three core shifts frame the day: creators moving onto TV, AI agents becoming part of every brand's playbook, and the biggest moments in TV opening up to brands of every size.

Then it gets practical. Avocado Mattress and MANSCAPED explain how they turned TV into a full-funnel engine that builds awareness and drives measurable performance at the same time. Liquid I.V. and Thorne show how they identify, activate, and measure the TV moments that put their brands at the center of culture. And Cody Plofker, former CMO and CEO of Jones Road, talks about pushing past proven growth channels and making bigger bets on brand and media.

Whether you're new to TV or ensuring that what you already run still holds up, you'll leave with a sharper sense of where to start, what to test, and where your next dollar belongs. Last year's guests walked away with a few clear takeaways: TV is far more accessible than the nine-figure-budget myth suggests, brands that hit the ceiling on Meta and TikTok found room to grow on TV, and a halo effect on mobile can help justify the spend.

2. An Intimate Audience with Scott Galloway

Few people have shaped how marketers think about brands, technology, and media as much as Scott Galloway. The NYU Stern professor has founded nine companies, written multiple bestsellers, and reaches millions through his podcasts and newsletter.

At Forward, he sits down with LightShed Partners analyst Rich Greenfield for an unfiltered conversation on AI, the future of media, and what today's business leaders are getting right and wrong. You can read Scott every week. What you can't do from your inbox is ask him a direct question. The conversation closes with audience Q&A, and what's said in the room stays in the room.

3. Reddit's CEO on Building Engaged Communities

Steve Huffman, co-founder and CEO of Reddit, takes the stage to talk about something every TV advertiser has noticed: people watch with a second screen in hand, and a lot of them are on Reddit, talking about what's on. 

That second conversation matters more than most plans account for. Reddit now reaches more than 127 million daily active users who come to share their passions with one another. He'll explain why Reddit has become the place where fans react, argue, and recommend in real time, and where brands can become part of the conversation rather than interrupt it.

Then Steve joins Tatari CEO Philip Inghelbrecht to unpack how TV advertisers can turn that engagement into measurable performance across the funnel. If you plan or buy TV, it's a rare chance to hear a platform CEO explain what happens on the second screen.

4. Oren John on Earning Attention by Crafting Better Stories

Oren John, known as the Internet's Creative Director, makes the case that the old marketing playbook is giving way to something more durable: brand worlds built from creators, characters, culture, and recurring stories.

His session, Building Brand Worlds in the Algorithm Era, is about authenticity and about what actually resonates with audiences who can spot a forced pitch instantly. Instead of another round of one-off campaigns, he shows how the smartest brands build a world people want to come back to, turn it into real cultural relevance, and then use advertising to give it velocity and measurable scale.

If your creative feels like it's shouting into a feed, bring the people who make it. You'll leave with a clearer picture of how to tell stories that stick, and how to connect that storytelling to results you can measure.

5. Candid Conversations With the People Shaping The Future of Digital Media

The program is only half of what makes Forward worth attending. The other half is who's in the room.

Forward puts publishers and advertisers in one room, alongside platforms and agencies from every side of the ecosystem. Last year's guests described a place built on community, connection, and learning from each other, where you can talk through TV strategy in depth with the people actually running it. The marketer sitting next to you might have just solved the problem you're stuck on. The publisher across the room might be the partner you've been trying to reach.

It's intimate by design. Nothing is recorded, and nothing leaves the walls of The Glasshouse, so speakers, brand leaders, and attendees talk the way people do when they trust the room. Expect candid answers about what's working, what isn't, and what people would do differently.

When the sessions wrap, the networking happy hour begins. Over drinks and snacks, with the Hudson as a backdrop, you can meet brand leaders and platform partners, spend real time with top publishers like NBC, Fox, WBD, Tubi,Roku, Disney, and more, all who'll host hands-on experiences that you don’t want to miss.

One guest last year called the happy hour her favorite part of the event for the chance to connect directly with brands, partners, and Tatari. The sessions give you actionable ideas. The setting gives you access to the people to help you act on them.

Not sure what that feels like? Hear it from last year's guests in their own words:

Seats are limited and by invitation. RSVP for Forward 2026 and we'll see you on October 29.

Forward 2026 FAQ

What is Forward by Tatari?

Forward is Tatari's annual forum on the future of TV advertising, bringing together brand marketers, agency leaders, platform CEOs, and media voices.

When and where is Forward 2026?

Thursday, October 29, 2026, at The Glasshouse, 660 12th Ave, New York, NY 10019. Registration opens at 1:00 PM, and the program starts at 1:45 PM.

Who should attend?

Brand and agency marketers who buy or plan TV, whether they're new to it or already running it.

Is Forward invite-only?

Yes. RSVP to request your seat.

How long is the event?

It's a half-day program, ending with a networking happy hour at 4:45 PM.

Does it cost anything to attend?

No. Forward is free for invited guests.

Is there a dress code?

Business casual.

Will sessions be recorded or streamed?

No. Sessions aren't recorded or streamed, and the discussions are for attendees only.

Can I bring a colleague?

Yes, you're welcome to bring a colleague.