Natasha Hritzuk (natasha.hritzuk@WarnerMedia.com) is VP, Consumer Insights at WarnerMedia, where she applies knowledge about consumers to development of direct-to-consumer products, ancillary content experiences, and next generation advertising models. Hritzuk has a doctorate from Columbia University in political psychology and behavior and is coauthor of Multi-Screen Marketing: The Seven Things You Need to Know to Reach Your Customers across TVs, Computers, Tablets, and Mobile Phones (Wiley, 2014).