CTV

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.

Paramount Global saw a 6% decline in total revenue and 19% decline in advertising revenue this past quarter compared to last year’s Q1 – which just so happens to be when CBS hosted the 2024 Super Bowl broadcast. 

For CTV advertisers, Warner Bros. Discovery’s first earnings report of the 2025 fiscal year was a bit of a mixed bag.

When it comes to third-party cookies on Chrome, Google’s plan to reverse course is neither here nor there, says Magnite CEO Michael Barrett. “Forget Privacy Sandbox,” Barrett said. “That thing was dead upon arrival.”

Just before bringing the Jonas Brothers up on stage to celebrate their upcoming content partnership, Samsung made a curious announcement to attendees at their NewFronts presentation in New York City on Tuesday.

According to Google, DV360 now reaches 98% of CTV households in the US and represents 5 billion hours of ad-supported watch time per month – roughly 40% more than The Trade Desk and 90% more than Amazon’s DSP.

Roku acquired subscription streaming service Frndly TV for $185M and reported Q1 revenue over $1 billion. But its Q2 outlook missed expectations due to tariffs dinging manufacturing revenue.

Ad-supported television made up 72% of all TV viewing in the first quarter of 2025, according to Nielsen’s newly announced Ad-Supported Gauge.

FreeWheel thinks the best way to simplify streaming video is by fostering more direct connections between buyers and sellers.

Outcomes measurement company EDO is no stranger to large data sets. So I sat down with Kevin in March to learn how he thinks AI will continue to transform programmatic CTV advertising. 

On Wednesday, Magnite announced plans to merge Magnite Streaming, its ad exchange and SSP, with SpringServe, its ad server and mediation platform, into a single unified product.

On Wednesday, AD-ID announced a partnership with Comcast Technology Solutions (CTS), a division of Comcast Cable that develops buying and planning products for advertisers.

It’s still too soon to tell what kind of impact Netflix’s proprietary ad tech platform is having on the streaming service’s larger revenue goals –- but so far, leadership says, the rollout has “gone well.”

A lot of F-bombs got dropped on stage at the Coalition for Innovative Media Measurement’s (CIMM) summit in New York City earlier this week. And no, probably not the F-bomb you’re thinking of.

A unit of attention doesn’t serve as a useful indicator of interest or resonance among consumers. So what does? Well, consistency certainly helps.

That car dealership in your neighborhood? It’s probably got a branding problem. Most local car dealerships do.

ISpot’s new solution, called Outcomes at Scale, aims to make outcomes-based attribution easier, faster and more automated across linear and CTV video advertising.

The Netflix Ad Suite, as the company is calling it, is set to launch April 1, the company’s new Advertising VP Nicolle Pangis disclosed during the Cynopsis and AdExchanger CTV Connect event in New York City last week.

ADT tracks a bespoke metric called “marketing cost per installation” that measures the impact of media on what ADT cares most about: the roughly 1 million alarms its technicians install every year.

As the chief media officer and SVP of demand generation at Inspire Brands, Travis Freeman controls hundreds of millions of dollars of media spend every year – and he has a little request for anyone buying CTV.

NBC, Fubo, Disney-owned ESPN and ad agency Mindshare weigh in on the creative flexibility offered on CTV and whether sports streamers really reach incremental audiences.

Warner Bros. Discovery’s overall ad revenue dropped 7% last year. Its survival depends on its streaming service, Max, its lifeline in the intensifying streaming wars.

Streaming TV advertisers are still unsatisfied with the level of transparency from publishers in the ad buying process. So Rain the Growth Agency created its own way to get more transparency into CTV buys.

Launching a TV channel typically starts with zeroing in on a specific target audience or a genre. Figuring out how to sell ads comes later – you know, once there’s inventory to pitch. But for Creator TV, things happened the other way around.

Like most brands advertising during the Super Bowl this year, Cetaphil tried to capture attention with a celebrity-focused commercial.