CTV Roundup

Now that YouTube is barreling into the CTV space, legacy programmers are putting their collective foot down about what counts as premium content.

Hulu might have a tolerable frequency rate, but it also has a much higher ad load than many of its streaming service competitors.

Now that short-form video giant YouTube is entering the TV measurement debacle, fresh debate is afoot.

NBCU’s Peacock has more experience running streaming ads compared with some of the competition. But it’s also got an ad frequency problem.

It ain’t easy being a broadcaster these days. Or a TV tech company. TV budgets are getting cut, the streaming wars are raging, and the axe of supply-path optimization is hovering.

The TV term du jour is supply-path optimization. And SSPs in particular are under intense pressure to carve out competitive edges.

The Super Bowl has always been a promotional pageantry for brands – but this year’s ads were unique in that they clearly reflected recent cultural shifts in the US, including streaming.

Identity. Measurement. Clean rooms. Privacy. Each of these topics got plenty of airtime at our Industry Preview in New York City.

The Disney+ ad experience is still basic, but Disney has plans to up the ante on targeting and measurement in time for the upfronts.

Netflix and Disney are both building out a new ad revenue stream to court advertisers ahead of the upfronts.