CTV

On Thursday, OpenX announced a twofold initiative called TV+, which reserves the CTV label for what the company deems premium inventory while booting resellers from the supply pool.

Transparency is making its way into CTV bid requests, including supply source, content genre and, increasingly, show-level transparency. According to Rob Hazan, senior director of streaming TV product at Index Exchange, the right amount of transparency could make the open exchange a viable place for CTV ad budgets.

Disney+ added nearly 7 million subscribers last quarter, and, of those, about 2 million new sign-ups were for the streamer’s year-old ad-supported tier. Currently, Disney+ with ads has 5.2 million subscribers.

Warner Bros. Discovery continues to lose subscribers to a lack of original content (for which it blames the Hollywood actors’ strike). But streaming advertising revenue, which is up 29% YOY, represents a glimmer of hope.

FreeWheel unveiled a sell-side product called Audience Manager to help CTV programmers tie granular audience segments to their inventory at the speed of programmatic advertising.

Paramount is regaining some footing after a less-than-impressive Q2, thanks to a boost in streaming ad revenue and fresh subscriber growth.

HP is using The Trade Desk’s UID2 product to improve targeting for CTV buys in a way that passes the privacy sniff test.

TVision and Playground XYZ announced a partnership to measure attention on YouTube’s CTV app and fill in some data blanks for advertisers.

Roku is starting to bounce back from a slump in ad sales growth thanks to new ad inventory, more programmatic availability and improving economic conditions.

Amazon is expanding Fire TV home screen inventory to more marketers and launching a new ad unit within search results on Fire TVs.