CTV

Warner Bros. Discovery is in a tight spot with double-digit TV ad revenue declines – and its core streaming service, Max, hasn’t picked up the slack … yet.

Future Today, a streaming platform with a portfolio that includes content for kids, wants to rebrand itself to marketers and agencies as a “family-friendly” programmer that also has content designed for viewers over 13 years old.

Walmart buys smart TV maker Vizio to boost its ads business with streaming inventory, viewership data and, of course, shoppable TV ads.

Loop Media is squarely focused on monetizing out-of-home streaming in public venues such as bars and restaurants. But it takes legwork to convince advertisers to give “sorta CTV” a try.

Roku had a promising Q4, with steady revenue growth thanks to more active accounts and new ad offerings. But ARPU was down, and investors had a skeptical response.

Tastemade taps Wurl for performance marketing campaigns that direct viewers to its FAST channels while lowering customer acquisition costs.

Disney is starting off the year with subscriber losses. But the Mouse House says it’s all part of the plan.

Brands are turning to new ad formats for help moving down the funnel with their streaming campaigns to achieve outcomes beyond reach and frequency, said Matt McDonald, Google’s global head of connected TV and streaming. Matt McDonald will be speaking at CTV Connect on March 13-14 in New York.

HyphaMetrics is integrating its own data with viewing data from measurement provider Samba TV as part of a new panel offering later this year. But make no mistake: HyphaMetrics is not trying to become a currency.

On Thursday, TEGNA-owned CTV ad platform Premion announced the acquisition of Octillion Media, a DSP launched in 2019 to serve local CTV ad buyers. Premion declined to disclose the terms of the deal.

Brands are more interested in marketing on YouTube Shorts because YouTube has finally been addressing their biggest ask: to unbundle Shorts from other YouTube inventory.

Netflix ended its first fiscal year with an ads business with a jump in year-over-year subscriber growth and, as a result, revenue.

Roku is making more space for brands on its home screen because it’s a good place to reach viewers with lower-funnel marketing messages.

CES this year was a petri dish of news and gossip (and hopefully not COVID) among the CTV ad industry.

VideoAmp may have established itself as one of the top alternative currency contenders in 2023, but the pressure to win market share is causing cracks in its shiny facade.

Netflix shared another update on viewer numbers for its ad-supported tier, which currently stands at 23 million global montly active users, and announced plans to introduce pause ads in the next few months.

At CES in Las Vegas on Wednesday, Disney announced the availability of combined Disney+ and Hulu ad campaigns for brands in the US during its fourth annual (and first in-person) Tech and Data Showcase.

NBCUniversal is kicking off the new year with a programmatic progress report during CES in Las Vegas this week.

MediaWallah made a new identity verification product to help standardize labels and definitions for CTV inventory because the ad industry still struggles to classify what counts as CTV and what doesn’t.

Since advertisers now treat connected TV more like a digital performance channel, expect programmatic CTV demand to keep ramping up – including in the open exchange.

Ad planning and activation platform FullThrottle unveiled a new product called SafeMatch to make it easier for advertisers to connect outcomes to streaming TV ads.

Nexxen announced an integration with out-of-home ad tech platform Taiv to extend its CTV ad campaigns to TV screens in restaurants and sports bars. Guess what’s old is new again when it comes to marketers using TV as a way to reach as many people as possible.

AdExchanger asked a handful of agencies and advertisers to (anonymously) name which they consider to be the top TV currency contenders going into 2024.

TV programmers and agencies say they’re ready to transact their ad buys using a measurement provider other than Nielsen. But panel-based currency is proving more difficult to dethrone than anticipated.

The Media Rating Council has the same goals of promoting fair media measurement as it did when it formed in the ’60s. But it has had to polish its methodology to keep pace with change in the TV measurement space, says Ron Pinelli, the organization’s SVP of digital research and standards.

TV ad measurement is still a mess of data fragmentation and marketer frustration, but identity can help bring some order to the chaos.

Intent IQ, Strategus and PubMatic are partnering to help advertisers retarget iOS device owners after they’ve seen an ad on a smart TV because, while mobile retargeting is an integral ingredient to the CTV performance formula, signal loss makes it hard to get right.

Broadcasters and brands love the idea of applying digital targeting to CTV ad campaigns. But there are still roadblocks stopping CTV advertisers from fully embracing programmatic, including price and transparency (or the lack thereof).

23andMe’s holiday campaign is its first real foray into CTV, which the company plans to make a key channel in its post-cookie marketing mix.

Roku announced a new partnership with Unity to help gaming and mobile app developers add CTV to their user acquisition campaigns by giving them performance marketing attribution for streaming.