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At CES on Tuesday, media and ad tech veteran Kris Johns unveiled AdGood, a nonprofit with a connected TV ad platform and a mission to help other nonprofits access streaming media.

During its earnings call on Thursday morning, Disney announced plans to bring ESPN+ content to Disney+ starting on December 4,

On Monday, Pixability announced the launch of a product called GenAI Contextual Segments (CGS), with a goal to reach specific audiences across a wider range of YouTube content.

On Wednesday, Roku became the latest streaming company to unveil a self-serve ad platform. Roku Ads Manager, as it’s called, is part of Roku’s bid to reach new CTV buyer demand.

While there are plenty of reasons for political ad buyers to be cautious about CTV, streaming media has one major selling point: programmatic targeting.

Netflix netted a 150% increase in ad sales during upfront negotiations this year compared to last year – a good sign for its programmatic ambitions.

Woe is linear. Paramount is writing down its cable TV business by $6 billion and laying off 15% of its US workforce in advance of the Skydance merger.

The vast majority (90%) of programmatic Olympics ad sales on Peacock are coming from brands that are new to the Games, according to data NBCU shared with AdExchanger earlier this week. And agencies are seeing good results.

WBD’s overall revenue fell 5% year-over-year to $9.7 billion, continuing a recent decline and missing investor expectations, according to its earnings report on Wednesday. WBD shares dropped 8% during after-hours trading.

Last quarter, Disney’s combined streaming portfolio – Disney+, Hulu and ESPN+ – turned a profit for the first time, bringing in $47 million from April through June. It’s quite the bounceback from last year, when Disney’s media and entertainment segment lost $512 million.

Athletes aren’t the only ones competing during the Paris Olympics. Advertisers are bidding to reach tens of millions of viewers during the first programmatic Olympic Games.

Hyundai returns to the Olympics as a national advertiser and the presenting sponsor of the USA women’s soccer team – with a new ad campaign to show for it.

Roku announced an integration with The Trade Desk’s UID 2.0 identifier to attract new buyers and “increase monetization per account” by improving ad targeting, said Roku CEO Anthony Wood during the company’s earnings call Thursday.

Investor, industry veteran and former SpotX CEO Mike Shehan returns from the ad tech sidelines to join the C-suite at Telly, a startup that gives away free TVs in exchange for viewer data.

Netflix grew its overall revenue by 17% year over year – a huge jump from Q2 last year, when that number was just 3%. Now that the platform’s ads plan is hitting a certain level of scale, ad revenue is becoming a source of profit.

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.

To some degree, the digitization of TV marketing is inevitable. But there’s a limit to how much TV ad buying should digitize, according to Needham’s Laura Martin.

Telemundo wants to score bigger ad budgets by proving it can target ads to a multicultural audience in ways that drive real results. It’s also trying to reach more Gen Z by investing more in streaming distribution.

In addition to taking execs through its plans to launch its own ad platform, Netflix hosted a separate event open to the press to showcase its content as part of its efforts to stand out to advertisers.

Remember back when Netflix insisted it would never run ads on its platform? Well, not only does it now have 40 million MAUs for its AVOD tier, it’s also launching an ad tech platform.

Warner Bros. Discovery had the most to prove during this week’s upfronts. So, the company used its upfront stage on Wednesday to showcase a new suite of ad products.

During Disney’s upfront event on Tuesday, just hours after Amazon’s, the Mouse House couldn’t hold back on pitching its content and advertising prowess. Sports was a big highlight.

Amazon kicked off its first-ever upfront event with advertising right out of the gate, including pitches about its scale, shopper data and content, particularly its sports programming.

Actors, musicians, dancers and comedians vouched for the value of NBCU media in between flashy performances and trailers during the programmer’s TV upfront. But about advertising, NBCU execs barely made a mention.

Warner Bros. Discovery (WBD) broke the trend of streaming publishers reporting positive gains last quarter. But it’s slowly gaining subscribers, and expects bundling and global expansion to help speed up traction for its streaming service, Max.

For Magnite, the biggest growth opportunity lies in supply-path optimization. The trade-off is the pressure to differentiate itself from other supply-side platforms competing for agency deals.

PubMatic has its supply-path optimization initiative, its strategy to introduce direct deals for CTV and online video, to thank for its quarterly revenue growth.

Disney Advertising links up with Walmart Connect to let advertisers match Walmart’s and Disney’s first-party data for audience-based bids on Disney+ and Hulu inventory.

Disney is on track for its combined streaming offerings to reach profitability by the end of this year. Continued growth will hinge on bundling its streaming properties and its management of sports media.