CTV

Television commerce, or T-commerce, is similar to shoppable TV: both refer to buying something you see on television. But shoppable TV is far more nascent – and also has different implications on attribution.

Yahoo is expanding its identity solutions to CTV media to make it easier for digital marketers to incorporate CTV within their digital media plans.

TV inventory shrinks as supply paths proliferate. To help organize the chaos, video ad server Innovid launched a new SPO product called Harmony Direct to give media buyers the shortest path possible to CTV ad supply.

LinkedIn has new connected TV ad placements to help its B2B marketers target audiences off-platform, while they’re streaming shows and movies.

Driver Studios, which has a COPPA-compliant ads business, is expanding its targeting to include more adults via a new partnership with privacy startup Qonsent.

Seedtag announced a product called Contextual TV designed to help its clients apply contextual targeting tactics to their streaming ad buys.

Disney just took the next stop on its journey to automate as much of its ad sales as possible by the end of this year with the release of DRAX Direct, an expansion of its real-time ad exchange.

NBCUniversal is making its annual case for bigger streaming ad budgets at One24, NBCU’s annual ad tech and data dog and pony show, which took place in New York City this week.

Streaming services that monetize with ads must prioritize engagement first and foremost. But programmers and investors alike named engagement as one of the top challenges of streaming profitability.

Self-serve CTV ad platform Vibe.co announced its $22.5 million Series A round, which it will use to bolster its machine learning and measurement chops to help SMBs give CTV a try.

Paramount touted its tailwinds during its Q4 earnings call, including a new partnership with Walmart that gives it access to the retailer’s shopper data.

Total ad spend from deals transacted through Magnite’s platform topped $5 billion for the full year, representing nearly 20% YOY growth, while full-year CTV ad spend was also up 20%.

If Walmart’s pending acquisition of Vizio makes it past regulators, the retail media giant will get to reap the rewards of a profitable data and ads business that strengthens its position as an adversary to Amazon.

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.