CTV

Putting aside Bad Bunny’s halftime show, AI companies stole the spotlight on Super Bowl Sunday, from Anthropic and OpenAI to Salesforce and Meta.

When it comes to managing fraud, there are four steps CTV publishers should take to remove bad actors from the supply chain.

Wall Street is falling out of love with SaaS; OpenAI has an “ads integrity” unit; and the Super Bowl is getting more personalized.

“Performance CTV” oversimplifies how television actually drives value, and the focus on performance all but guarantees that campaign results will be misinterpreted.

Marketers are running their own plays during and after the Super Bowl, seeking proof of performance from their streaming campaigns to justify their investments.

People Inc. is offsetting a 50% decline in Google search traffic through off-platform growth and its highest digital revenue gains in five quarters.

Marketers claim they want control over creative production, but the moment a new AI tool hits the scene, they’re suddenly all about convenience. AI video ad platform Airpost, which launched last month, does its best to find that happy medium. Today, it announced $4.1 million in seed funding. If your company wants to give up […]

Nielsen is piloting a new measurement approach during the Super Bowl. The pilot is designed to more accurately account for co-viewing during the Super Bowl by better incorporating data from its Portable People Meter Wearables.

SSPs have mostly either applauded or downplayed the recent crackdown on CTV resellers, but smaller publishers see it as another revenue squeeze.

Last quarter, Disney’s SVOD services grew 11% year-over-year to more than $5 billion, driven by growth in both subscription and advertising revenue.

ICE is going ad tech; Streaming television is more original than ever; and YouTube wants to keep all its data to itself.

Now that the video ecosystem is converging, buying workflows need to match how consumers actually watch content, says Walton Isaacson’s Albert Thompson.

All of Cadent’s SSP’s CTV supply paths are now direct; Netflix is thriving on repurposed YouTube content; and the Washington Post continues to struggle.

Sports content is a significant part of NBCUniversal’s streaming growth, and political tensions could impact its upcoming broadcasts.

Supply-path optimization may not be the trendiest three-letter acronym in ad tech anymore, but the SPO trend is still playing out – especially in the CTV category.

Big TV’s shift to programmatic brings in the performance brands; Meta rolls out premium subscriptions for Instagram, Facebook and WhatsApp; and Yahoo enters the crowded AI search market.

Advertising’s “agentic” future is a compelling vision, but one that relies on capabilities that do not exist yet. AdCP may one day make buying easier, but it will not make buying better by itself.

Despite deepening consumer distrust of AI content, marketers and streamers are embracing AI-powered products. Now, generative AI is complicating the already rather bloody streaming wars.

Ads were going to be a “last resort” for ChatGPT, OpenAI CEO Sam Altman promised two years ago. Now, they’re finally here. Omnicom Digital CEO Jonathan Nelson joins the AdExchanger editorial team to talk through what comes next.

PayPal announced plans to acquire Cymbio, a startup that helps brands improve their presence in AI searches. Plus: Hollywood seems to have forgotten how to do good movie marketing.

YouTube is finally delivering on the promise of shoppable CTV ads. Starting Thursday, they’ll roll out to all of Google’s Performance Max and Demand Gen campaigns, YouTube confirmed to AdExchanger.

Netflix beat its revenue expectations for last year, ending 2025 with $42.5 billion in revenue, a 16% year-over-year jump. Of that, $1.5 billion came from advertising.

Returning to the news desk after a year away from CTV beat reporting is like discovering a time capsule with the industry’s core dilemmas. One thing that has changed, however, is the CTV industry’s infatuation with agentic AI.

Meta cuts its metaverse investment by 30%; Netflix makes a renewed push in the gaming market; and the rush to slap an AI label on everything is placing existing ad tech under renewed scrutiny.

Content is still king – so long as you measure it correctly, Comscore’s Chief Commercial Officer Steve Bagdasarian told AdExchanger at CES 2026 in Las Vegas.

Political advertising has always evolved alongside media consumption. But the shift from linear television to streaming has introduced challenges that campaign managers are still working to navigate. While connected TV (CTV) promises precision and flexibility, the reality facing political advertisers today is far more complex and less standardized.

Maggie Zhang from Amazon Ads talks interactive video strategy, including opportunities on Amazon Prime Video and which genres drive the most engagement.

For years, interactive CTV advertising was the star of industry demos – promising, flashy and mostly theoretical. In 2025, they finally made the leap from proof of concept to practice.

Omnicom unveils the latest version of its ID and analytics tool; there’s a new Google Search update in town; and Omnicom Media addresses CTV ad frequency.

If there’s one thing Disney knows how to do well, it’s brand-building. Now, the massive media conglomerate is developing new tools specifically designed to help its advertising clients do the same.