Media consumption has seen large-scale shifts in recent years, but not typically as rapid as the patterns created by the COVID-19 pandemic.

Closed stores, theaters and businesses drove many consumers to streaming in unprecedented levels, and technology has increasingly allowed for targeted advertising. Panelists joined the Breakthrough Marketing Elite Roundtable episode of Variety‘s “Rebooting the Entertainment Industry” series, sponsored by PwC and the Ad Council, on Tuesday to discuss strategies for marketing and maintaining the interest in new shows and platforms as technology and world events affect the industry.

Linda Ong, the chief culture officer at Civic Entertainment, moderated the conversation, which included Puja Vohra, Showtime’s external vice president of marketing and strategy, Kathy Kayse, the Ad Council’s chief media strategy and partnerships officer, Domenic Dimeglio, ViacomCBS Digital’s external vice president, head of operations and chief marketing officer, Andrea Fishman, a PwC Partner for TMT tech-enabled experience transformation, and Tim Natividad, Roku’s head of performance advertising.

“There is more data for marketers to use than ever before,” Natividad said. “Data is like raw oil. What marketers need or want are insights for refined or processed data that gives fuel to the marketing plans that they execute and with that comes the conversation of privacy.”