CTV

NBCUniversal and Instacart team up to help brands use Instacart data to plan and measure audiences for NBCU campaigns.

Google’s open-source MMM product goes live; Amazon Prime Video’s ad biz turns one; and teens don’t trust Big Tech and have doubts about AI.

This year, expect ad tech consolidation to center on the biggest growth opportunities in advertising: retail media, connected TV and addressing the gaps in measurement.

The IAB predicts what privacy laws might be passed by the new congress; AI-generated newsletters are competing with local news; and the IAB Tech Lab ramps up production of new OpenRTB specs.

Jeff Green, CEO of The Trade Desk, calls it like he sees it. And he doesn’t see a future for Google monetizing the open internet via its SSP and ad server business.

Some buyers are vocalizing their frustrations that the lack of transparency in CTV ad buying could impact the channel’s growth trajectory.

In light of T-Mobile’s plans to buy Vistar Media, Atmosphere TV’s business model shines a brighter spotlight on the grey area between connected TV and DOOH billboards.

The first half of this decade has left publishers reeling from a pandemic jab and an AI uppercut that rearranged our reality and knocked us to our knees. Here’s how pubs and their ad tech partners can punch back in the years ahead.

Nielsen earns MRC accreditation for its Big Data + Panel measurement solution, which includes its legacy panels and bigger data sets.

Netflix’s overall revenue grew 16% to $10.2 billion last year thanks to subscriber and ad revenue growth, with operating margins up 27%.

Comscore has a new video measurement tool to help publishers and content owners monetize their IP with a better understanding of media consumption patterns – not just ad performance.

TV sales consortium Ampersand’s new measurement platform combines streaming and traditional TV data to give buyers a better idea of incremental reach and frequency.

Nielsen’s Matt Devitt, head of advertisers and agencies, discusses the biggest changes in how advertisers and agencies are buying TV.

Tom Pachys, Co-founder and CEO of EX.CO, discusses the company’s new expanded ad server, and how it sets the offering sets them apart from other ad tech companies.

Complexity is going to create new opportunities to reach audiences, says Nielsen Chief Marketing Officer Alison Gensheimer. She sits down with AdExchanger Executive Editor Sarah Sluis to discuss how Nielsen can observe nuanced behavioral differences in streaming behavior, and how brands can use this data in order to reach their audiences more effectively.

Starting on February 16, Google said it will no longer prohibit fingerprinting for companies that use its advertising products. Oh, how times have changed.

Nobody is acting like TikTok will actually be scrapped from American smartphones. Plus, Venu Sports got benched – for good.

CES is a popular destination for streaming TV publishers and video currency vendors to jumpstart the year’s dealmaking and, to some degree, prepare for the upfronts. Upfront planning seems to start earlier every year.

Contextual intelligence platform Precise TV announced a $26 million investment from UK-based private equity investor LDC, which is part of Lloyds Banking Group.

At CES on Tuesday, media and ad tech veteran Kris Johns unveiled AdGood, a nonprofit with a connected TV ad platform and a mission to help other nonprofits access streaming media.

Three years after launching its own data clean room, Roku is trying to bring something new to the table. On Monday, the company announced the launch of a new offering, the Roku Data Cloud, which allows marketers access to more granular streaming TV data via ad tech and agency API partners.

On Monday, Disney released a new ad product called Disney Compass designed to give buyers quicker and more direct access to Disney data in addition to data from Disney’s identity and measurement partners.

As the new year begins, expect CTV growth to continue blasting along with a vengeance. Experts are “bullish” on the channel and believe that many of 2024’s biggest CTV trends will continue well into 2025.

2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.

For all intents and purposes, 2024 is already over. Which means now is a fine time to see how far CTV advertising has come by looking back at some of this year’s most-read stories on AdExchanger.

The in-game advertising market’s stagnation is both unsurprising and frustrating. The onus is on the gaming industry to make gaming an essential channel for advertisers, rather than a nice-to-have.

A class-action lawsuit takes Office Depot to task for deceptive pricing and ads; YouTube is taking over TV, but brands may be missing out; and advertisers weigh in on which marketing trends are worth the hype.

Two perspectives have emerged on curation: The value argument highlights refined audience targeting, while the ad network argument emphasizes enabling smaller players to compete with scaled giants.

It would probably be fair to call 2024 the year that CTV went programmatic and became a digital performance channel.

The advertising industry is abuzz with the potential of shoppable television. But the concept of buying something directly from your television isn’t new; it began back in the ’80s with channels like QVC and HSN.