CTV

Since introducing ads two years ago, Netflix’s ad team has clashed with streaming management and studio execs. Plus, “brat” summer is over; “demure” autumn might be next.

Sensodyne wanted to do more than just get a sense of whether people were paying attention to its TV ads – it also wanted to optimize for attention.

In today’s newsletter: Walmart’s hottest growth drivers are ads and subscriptions; why The Trade Desk’s UID 2.0 could be regulators’ next target; and how the growth of CTV content fortresses is preventing breakout streaming hits.

The partnership makes MFA-blocking tools more accessible to mid-size buyers. Plus, AdLib can block MFA regardless of whether a DSP is willing to proactively filter it.

In today’s newsletter: How membership bundles are creating new forms of consumer-facing partnerships; typically unflappable platforms leap to action when billionaires are harmed by bad ads; and X’s GARM lawsuit helped politicize brand safety.

The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.

Hope you weren’t waiting to shop for Super Bowl ads – they’re almost sold out. Plus, Apple might be the ad tech dark horse.

The SSP revised its full year outlook down by $10 million, due to a DSP partner adopting first-price auctions and weakness in key ad verticals. But it highlighted mobile in-app as a new key revenue stream.

Disney and Netflix report streaming profitability, while WBD continues to suffer revenue losses. What Disney and WBD have in common, however, is a desire to copy Netflix.

Woe is linear. Paramount is writing down its cable TV business by $6 billion and laying off 15% of its US workforce in advance of the Skydance merger.