Browsing: Landscape

This is an excerpt from our Modern Retail+ Research report “The marketers’ 2026 guide to a shifting CTV landscape, including YouTube, Peacock and Roku,” which analyzes the ad-supported streaming landscape and its role in marketers’ playbooks. The report is based on a survey of 125 brand and agency professionals, as well as individual interviews with…

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Specialized research software has historically been costly and time-consuming to create, but large language models (LLMs) have become capable enough at code generation to fundamentally change this. We describe how LLM-assisted programming disrupts the landscape by allowing researchers to build tools without support from software engineers, illustrate this with an example built rapidly by a…