23 June 2026
At VideoWeek TV Rise 2025, smartclip CPO Gloria Eichler sat down to discuss a question that has become increasingly important for our industry: What happens when we stop treating linear TV and digital video as two separate worlds?
The conversation explored a future in which campaigns can be planned holistically across the entire video landscape — shifting the focus away from individual platforms and towards audiences. That means bringing more of the targeting, measurement, and optimisation capabilities of digital to TV, while maintaining the reach, quality, and value that make television such a powerful advertising environment.
But bringing these worlds together is far from simple. Legacy systems, different standards for targeting and measurement, and fundamentally different ways of planning and delivering campaigns all need to be addressed. Moving from traditional TV’s spot-by-spot workflows towards the more dynamic, real-time logic of digital requires not just new technology, but transparency, collaboration, and trust across the industry.
For Gloria, being “future-ready” starts with reducing that complexity and creating a simpler, more consistent experience for buying, targeting, and measuring video.
The journey may not have had a name yet — but the direction was already clear.
We needed a Road to Total Video.
Shira Leffel is the VP of Marketing at smartclip, the adtech business of RTL Group. She leads the marketing and product education department, helping Europe’s largest broadcasters adopt innovative advertising technology solutions. With over 10 years of marketing leadership experience across tech—ranging from startups to public companies—Shira specialises in transforming complex technology into compelling, marketable stories. Her career has taken her across the globe, with roles in the United States, Canada, Israel, Mozambique, Brazil, and now Germany, shaping her inclusive and impactful approach to marketing. Shira graduated Summa Cum Laude and First in Class with an M.A. from Tel Aviv University and First Class Honours with a B.A. from the University of British Columbia.
Shira Leffel
VP Marketing & Product Education
