CTV

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.

Warner Bros. Discovery had the most to prove during this week’s upfronts. So, the company used its upfront stage on Wednesday to showcase a new suite of ad products.

During Disney’s upfront event on Tuesday, just hours after Amazon’s, the Mouse House couldn’t hold back on pitching its content and advertising prowess. Sports was a big highlight.

Amazon kicked off its first-ever upfront event with advertising right out of the gate, including pitches about its scale, shopper data and content, particularly its sports programming.

TelevisaUnivision used its upfront stage to remind agencies and advertisers that Hispanic audiences drive business results. It shared ways buyers can work directly with it for targeting and measurement, plus new video currency options for media transactions.

Actors, musicians, dancers and comedians vouched for the value of NBCU media in between flashy performances and trailers during the programmer’s TV upfront. But about advertising, NBCU execs barely made a mention.

Warner Bros. Discovery (WBD) broke the trend of streaming publishers reporting positive gains last quarter. But it’s slowly gaining subscribers, and expects bundling and global expansion to help speed up traction for its streaming service, Max.

For Magnite, the biggest growth opportunity lies in supply-path optimization. The trade-off is the pressure to differentiate itself from other supply-side platforms competing for agency deals.

PubMatic has its supply-path optimization initiative, its strategy to introduce direct deals for CTV and online video, to thank for its quarterly revenue growth.

Disney Advertising links up with Walmart Connect to let advertisers match Walmart’s and Disney’s first-party data for audience-based bids on Disney+ and Hulu inventory.

Disney is on track for its combined streaming offerings to reach profitability by the end of this year. Continued growth will hinge on bundling its streaming properties and its management of sports media.

Amazon unveiled three new interactive ad units for Prime Video, all of which are shoppable, ahead of its TV upfront debut.

NBCUniversal’s upfront pitch centers on advanced audiences, attribution and the fact that it built Peacock with advertising features baked in, rather than retrofitting it to support an AVOD model (unlike newer entrants to the ad-supported streaming competition).