CTV

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

Relo Metrics first launched within contextual ad platform GumGum as GumGum Sports in 2017. But the GumGum sports division was spun off and reintroduced as Relo Metrics to better capitalize on demand for live sports marketing and integrations.

Sierra Nevada is tapping Kargo’s latest ad offering for its recent CTV campaign aimed to raise awareness for a brand refresh. But there’s a catch: The new ad units aren’t traditional video assets.

On Monday, FreeWheel announced the integration of Proximic by Comscore’s contextual audience data directly into its ad management platform.

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

Sensodyne wanted to do more than just get a sense of whether people were paying attention to its TV ads – it also wanted to optimize for attention.

Although the full revenue impact of Magnite’s exclusive SSP partnership with Netflix hasn’t hit yet, simply announcing the deal “created significant momentum for our business,” Magnite President and CEO Michael Barrett told investors.

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.

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.

TV measurement platform Innovid has a new frequency management product that manages frequency caps across connected TV, mobile and desktop, including display and audio.

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.

Business outcomes are now the most important KPI for determining success with digital video, according to the IAB’s annual report.

Pharma brands struggle with targeting and measurement because patient data is highly regulated. On Wednesday, Blockgraph announced a new partnership with health care data company Datavant to help improve TV measurement for pharma brands without creeping out consumers.

HyphaMetrics Co-Founder President Joanna Drews is resuming the role of CEO after Chris Wilson stepped down late last week.

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.

Streaming platforms won’t stop pumping out new shoppable ad formats and inking new partnerships with outcomes-based measurement providers. But it’s risky to hyperfocus on sales and purchases at the expense of brand advertising.

The average CTV platform now authorizes 30 SSPs to sell its inventory. And one of the most noticeable effects of increased SSP saturation in CTV has been higher costs due to SSP reselling.

Roku unveils what it’s calling the Roku Exchange, a more direct path between Roku’s ad supply and programmatic demand.

TV-focused demand side platform Madhive acquires Frequence, an omnichannel marketing platform with roots in broadcast TV. Both companies have a foothold with local advertisers.

E.W. Scripps becomes the first CTV publisher to adopt OpenPass, The Trade Desk’s single sign-on product for user authentication.

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

Inspire Brands, the fast-food franchise that owns popular chains such as Dunkin’, Sonic and Arby’s, is rewriting parts of its TV playbook to better manage reach and frequency in streaming media campaigns.

As more ad spend shifts to CTV, there are new opportunities to make errors with campaign delivery. To help address the issue, Zeev Neumeier, founder of Inscape Data, is launching a new venture called GraySwan.

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.

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.