CTV

Now that ad-supported streaming models are becoming more profitable, Vevo’s Rob Christensen predicts that social video will be the next big frontier to cross – or, more specifically, where “social and television converge.”

With so many streaming apps and platforms available on the market, TVs need operating systems. And just like with early PCs, game consoles, mobile phones and streaming services, that means a battle for dominance is imminent.

Despite CEO Jeff Green’s denials, the rumors turned out to be true: The Trade Desk has spent the last three years quietly building its streaming OS, called Ventura, to compete with the likes of Roku, Amazon’s Fire TV and Google’s Android.

The odds of RFK Jr. implementing a ban on TV drug ads are slim, says our guest this week, BranchLab’s Josh Walsh. Still, pharma advertisers could face other regulatory changes over the next four years. Plus: We break down Forrester’s picks for the top 10 SSPs.

When industry-initiative-turned-nonprofit Go Addressable first launched in 2021, one-to-one TV ad delivery was just a small portion of overall media buys. But according to new findings released by Go Addressable and Advertiser Perceptions on Wednesday, adoption of addressable TV advertising has increased significantly.

Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.

Political ad strategies evolved quickly this year, as campaigns moved beyond exclusivity, focusing on flexibility and reach. Here’s what this cycle taught us and how it will guide our business in the medium term.

Change is hard for a company like Nielsen, which has been around so long it even predates the first publicly available television sets.

Why the agency pivot to alternative payment models is good for M&A; Zeta Global responds to a short-seller’s explosive claims; and X sees a mass exodus after the election.

During its earnings call on Thursday morning, Disney announced plans to bring ESPN+ content to Disney+ starting on December 4,

IRIS.TV will remain an independent company, and Viant will push for CTV platforms to adopt its IRIS ID to provide contextual signals beyond what streamers typically share about their ad inventory.

Threads will introduce ads to capitalize on users fleeing X; Perplexity tests ads and sponsored queries; and Amazon pulls the plug on Freevee.

The deal is a “platform investment,” in which Inverness Graham sees Alliant as a foundation to build on, potentially through further acquisitions.

In-game advertising is uncharted territory even for brands like Sony Electronics that consumers associate with gaming.

Can Netflix do live programming? Plus, efficiency gains from generative AI are causing some ad agencies to rethink how they bill clients.

Advertisers new to CTV tend to misunderstand performance metrics and overemphasize cost per thousand impressions (CPM) as a measure of success.

The big trend in Q3 earnings this year was streaming growth, and Paramount was no exception according to Friday’s earnings call.

TV measurement is migrating from traditional sample-based systems to solutions built on big data. In other words, measuring TV audiences is becoming an incredibly complicated task, and almost no one knows that better than members of the Coalition for Innovative Media Measurement (CIMM).

CTV advertising continues to drive significant growth for Magnite. That’s all thanks to “increasing programmatic adoption by the industry’s largest players,” CEO Michael Barrett told investors on the company’s Q3 earnings call this Thursday.

A class-action lawsuit was filed this week against French game studio Ubisoft. Plus, expect Trump to pull back on regulating AI.

Trump won the 2024 election. To recap why Trump won, and how paid media played a role (and didn’t) in his victory, we bring on guest Jordan Lieberman, CEO of Power Interactive. The programmatic buying company handled more than 1,000 digital campaigns across the political spectrum this election cycle.

To court new programmatic buyers, SoundCloud is now selling its display and video ads via open auction and private marketplace deals that combine multiple types of inventory.

Shelby Nichols was doing CTV before it was cool. And while CTV buying is a more complicated process than ever, it’s becoming easier for consumers to access more types of content – like live sports, for example.

On Thursday, TV measurement company Samba TV announced its acquisition of audience data and contextual targeting solution Semasio.

On Tuesday, self-serve CTV platform Vibe.co announced its new suite of four different AI-powered features, including a video ad generator.

The programmatic open marketplace is designed to sustain the business models of ad tech, agencies and consultancies, rather than serving the interests of advertisers, audiences and media owners. It cannot be fixed. It must be rebuilt.

Disney redirects subscribers to its site to avoid Apple’s App Store fee; ad tech IPOs are in a lull, but the tech companies that are going public rely on ads for growth; and a Democratic PAC spent $30 million on Spanish-language ads.

The “set-jetting” phenomenon means TV advertising and, more specifically, CTV advertising is a natural fit for travel brand Expedia promote its service.

With the growing number of social media users paying for a premium and often ad-free service, how can marketers engage these audiences?

A significant amount of the ad inventory distributed to CTV audiences is actually sold via linear. This is especially prevalent with FAST networks, which currently account for 20%-25% of ad-supported streaming.