The transition from "event" to "essential platform" is how Christian Muche, Founder and Global President of Possible, describes the evolution of Possible, taking place in Miami this April.

In the latest of our NDA Meets podcasts, Muche outlines how POSSIBLE has grown from a high-potential debut into what he calls the "Davos of the marketing world." But this isn't just about growth in numbers, it’s about a fundamental shift toward quality, ROI, and hyper-personalisation.

Beyond the main atage: A custom experience

Muche highlights that for industry leaders, time, not budget, is the most precious currency. To respect that, Possible, for which NDA is once again media partners, has moved away from the "one-size-fits-all" panel model. Instead, the 2026 event focuses on:

• POSSIBLE Connect: A matchmaking programme facilitating over 3,000 pre-scheduled, opt-in meetings between brand marketers and solution providers.
• The CMO Experience: A curated, peer-to-peer program designed specifically for the industry’s most senior leaders to solve real-world problems behind closed doors.
• Granular Learning: Moving beyond broad keynotes into intimate workshops and academies of just 20 people.

While comparisons to Cannes Lions are inevitable, Muche is quick to point out the distinction. Possible is a "domestic" powerhouse for the US market (though increasingly global), housed in a centralised footprint at the Fontainebleau and Eden Roc hotels.

"It’s a highly efficient setup," Muche said. Whether you are on the beach, where meeting tents sit on the sand, or on the "street side" among the yachts, the entire ecosystem is designed to minimise travel time and maximise networking.

In the podcast we discuss the changing face of industry events, the role of Miami itself and the industry trends this year's event will explore.

We discuss our launch of PitchLab and the continued rise of indie agencies, the looming presence of Cannes, and the creativity challenges in retail media and CTV advertising.

This week's special guest is Joe Evea, SVP Advertising and Retail Media EMEA at Titan OS, which this week announced it had raised €50 million in Series A funding, in a round led by Highland Europe.

We discuss the creative potential of CTV, such as the TV Home Screen, the chaging needs and demands from the buy side, and the vital of proving incremtality.

"We work with a agency which spends a lot of money on Netflix but they're only buying 30% of the Netflix customers on our devices because only 30% buy into the ad tier," he pointed out. "We're able to use data to enable them to reach the other 70% and that incrementally is very important. But we need more focus on the creative. It's great that. you've got incremental reach but how can you use the medium to create advertising that really resonates and I think that will be a major discussion point in 2026."

And with Christmas starting to hit, we discuss the critical role of industry socialising in building and strengthening the relationships the drive this industry.

"We're doing team-focussed meetings at agencies more and more now and this is so much more efficient and productive," said Evea. "We've even started taking a TV into agencies to demonstrate the home screen and it's really working."

The It's Always Media Thursday podcast returns for its 10th series, with guests Zuzanna Gierlinska and Fi Salmon.

The podcast is an irreverent take on a week in digital media and marketing, hosted by NDA Editor-in-Chief Justin Pearse and Publisher Andy Oakes.

To kickstart the news series we are joined by not only Fiona Salmon, MD, Mantis, in her guise as the newly-crowned Adtech Personality of the Year, awarded each year by Exchangewire, but also last year's winner Zuzanna Gierlinska, now Partner at our new Panel Power training scheme.

In a rare Peppa Pig-free episode, we discuss what such an accolade really means in practice, and the importance of community in our industry, currently being borne out by the retail media sector. And Fiona provides fascinating insight into the changing focus of publishers she is witnessing as they continue revenue stream diversification.

And on the day before NDA's Trinity Winter lunch, we discuss the vital role of industry events and, shameless plug here, our Panel Power training programme's mission to raise the quality bar of industry panels, for both audience and participant's company's ROI.