CTV

Two quarterly reports might not be enough to confirm a pattern. But it is enough information to draw a line – and so far, that line is going up for MNTN.

Tuesday marked the launch of Roku’s Ads API, which feeds directly into the company’s self-serve Ads Manager. The new free-to-use toolkit will allow developers to create new integrations between Roku and other kinds of advertising applications.

The IAB Tech Lab’s new device attestation feature for its Open Measurement SDK provides a scaled way for original device manufacturers to confirm that ad impressions are associated with real devices.

On Monday, Brand Networks announced that Universal Ads would now be buyable through the company’s agentic ad buying platform, Aimy Ads.

If Roku’s third quarter earnings call could be distilled into a single phrase, it would be “early days.” (With “bullish” as a runner-up, perhaps.)

Comcast has had a pretty rough go of it lately – but there’s still plenty of room for a turnaround.

On Thursday, Comcast Advertising announced that the cable provider’s linear TV inventory will now be available on a targetable, biddable basis for advertisers that want to transact programmatically.

In a livestreamed presentation to investors on Tuesday, co-CEO Greg Peters shared that Netflix had its “best ad sales quarter ever” in Q3, and more than doubled its upfront commitments for this year.

Last year, TTD announced plans to launch a TV operating system, called Ventura OS, that powers the viewing experience on smart TVs with an open, ad-supported system. Now, SVP Matthew Henick has lofty goals for what Ventura can achieve.

People don’t really gather around water coolers anymore. But that doesn’t mean streaming and live events can’t still create water cooler moments like there once were for broadcast audiences watching appointment TV.

Roku and AppsFlyer announced the launch of a new self-reporting network (SRN) integration between both companies, which will allow mobile app advertisers to more effectively measure their streaming video campaigns

The American College of Education partnered with performance TV company MNTN to better reach its audience of adults seeking higher education.

Magnite is making a play for pause ads. On Tuesday, the advertising platform announced the introduction of pause ads into its SSP.

For all of Ad Tech Land’s excitement about new and emerging CTV-specific ad formats, many commercial brands are still hesitant to try some of these new formats for themselves.

Alphonso co-founder Lampros Kalampoukas is suing Kroll for allegedly undervaluing the company by nearly $100 million to aid LG Electronics in a shareholder dispute.

Ever open the Disney+ app and experience cognitive dissonance when shows like “The Handmaid’s Tale” and “It’s Always Sunny in Philadelphia” appear in the recommendations? Well, expect more of that in the future.

Too bad actor Ryan Reynolds didn’t join CTV ad platform MNTN’s first-ever earnings call on Tuesday. It would’ve been fun hearing Deadpool answer questions from investors.

Late last week, a federal jury in Delaware found in favor of HyphaMetrics, a measurement startup Nielsen was suing for allegedly infringing on two of its patents.

CleanTap, an ad tech startup launched by the founder of Method Media Intelligence, wants to separate the wheat from the chaff in CTV by serving as a curation layer between DSPs and SSPs.

Roku’s video advertising business has really been booming lately, as CEO Anthony Wood shared on a call with investors Thursday evening.

Now that upfront negotiations are almost over, the industry appears to have settled back into its default position of being mad at Nielsen – which is likely good news for its currency competitors, but not so great for everyone else in the meantime.

Most social platform spending comes from small businesses. And TV tech companies have been busy trying to make it easier for small businesses to apply the same tools – like data matching – they use on social media.

Comscore, iSpot and VideoAmp all reaffirmed last year’s full certification and currency-grade readiness, according to the broadcaster-backed joint industry committee (JIC)’s mid-term audit released Thursday.

Talking about outcomes is practically a mandate, especially in the CTV space, where ad buyers and vendors alike are heavily invested in streaming television’s potential as a lower-funnel, performance-driving channel.

In the early hours of Monday morning, Roku and Amazon jointly announced a partnership that will reportedly result in the “largest authenticated TV footprint” in the US.

Now that all the dust and confetti has settled after the upfronts, negotiations between marketers, agencies, networks and streamers are only just getting started.

If Netflix’s most recent upfront presentation is any indication, the third time must be the charm.

At Warner Bros. Discovery’s upfront presentation in New York City on Wednesday, Ad Sales co-presidents Ryan Gould and Bobby Voltaggio announced the launch of not one but two ad solutions: NEO and DemoDirect.

Over the past year, music video network Vevo has brought on more than 15 new SSP and DSP partners to help manage its growing inventory supply, including Yahoo DSP, FreeWheel, Magnite, Index Exchange and Nexxen.

Like a pumpkin turning into an elaborate stagecoach, Disney’s programmatic ad sales have grown rapidly in recent months.