CTV

NBCU is testing agentic systems that can automatically activate campaigns across its entire portfolio – including live sports on linear.

If any single event can be considered the jumping-off point for TV upfronts, it’s the Consumer Electronics Showcase (CES), which kicks off this week in Las Vegas, Nevada.

This year, programmatic companies faced tough decisions about privacy, awkward acquisitions and the cookie die-off that never quite happened.

The generative AI trend generated endless hot takes this year, but the ad industry also had plenty to say about growing competition between DSPs and SSPs. Here are AdExchanger’s top 10 most popular guest columns of 2025 and why they resonated.

TV ad measurement is breaking down. Tatari’s Benjamin Heaton explains why signal loss and privacy shifts are reshaping how TV campaigns, and how it can be fixed.

Programmatic media buying is expected to account for the majority of growth in the CTV market in 2026. This year alone, over 90% of CTV ad dollars were transacted through programmatic pipes. That data isn’t surprising. Programmatic has solved a real problem by helping brands reach TV viewers with targeted precision at much lower costs.

Roku’s streaming data will now be integrated into Nielsen’s campaign measurement and outcome tools, the two companies announced on Monday,

First, the VAB clashes with Nielsen over Big Data, and Pinterest teams up with tvScientific. Plus, Google Ad Manager rolls out major EU changes, from ditching Unified Pricing Rules to deeper data sharing with publishers.

Let’s close out the year with a roundup of the most impactful CTV stories of the year, from Netflix’s ad surge to Nielsen’s measurement missteps.

Viant struck a deal with IHeartMedia and its Triton Digital advertising platform that will make IHeart’s broadcast radio inventory available through Viant’s DSP.

The film and TV studio Lionsgate has chosen Comcast’s FreeWheel as its exclusive ad server to help manage and sell the growing volume of ad inventory Lionsgate creates with new FAST channels.

2026 is going to be a big year for NBCUniversal. Not only will it play host to the 2026 Winter Olympic Games in Milan, it’s also going to broadcast the Super Bowl, the NBA Playoffs, the regular MLB season on NBC and the FIFA World Cup on Telemundo.

Inside Coca-Cola’s pivot from TV advertising to influencer marketing; Netflix inks another exclusive video podcast deal with iHeartMedia; and Madison & Wall predicts slow US ad spend growth in 2026.

CTV isn’t an emerging channel anymore. It’s a fully established, essential part of the media mix. Advertisers now understand its reach, flexibility and ability to drive measurable outcomes.

Samsung Ads built a new integration with Amazon Publisher Cloud (APC), which is a clean room solution within the larger Amazon Publisher Suite (APS), the companies announced on Monday.

Netflix could acquire Warner Bros., unless Paramount swoops in or regulators intervene. How rearranging the streaming leaders could affect the CTV ad business.

Google’s AI browser opens relevant tabs for you; Disney-owned characters are now featured on Sora; and Google’s AI Max for Search gets lackluster feedback.

Looks like Pinterest has its eyes – or its pins, rather – fixed on connected TV.

On Tuesday, TV advertising company Cadent announced the acquisition of VuePlanner, which specializes in contextual advertising and media planning for YouTube.

After a prolonged will-they, won’t-they phase between Paramount Skydance and Warner Bros. Discovery, Netflix swooped in with an $83 billion offer on Friday to acquire the Warner Bros. side of the business.

Is it too soon to start thinking about New Year’s resolutions? Because I’m setting a goal for myself to start talking to more media planners, agency executives and buy-side experts.

The metaverse hype is over; Apple Maps forays into advertising; and streamers vie for HBO Max and the WBD studio archive.

CTV spending is flattening, performance is plateauing and buyers are hesitant to push budgets further. The reason is not complicated. When buyers cannot see what they are buying, they cannot commit their spend with conviction.

Add Vibe.co to the list of CTV ad platforms that are kicking supply-side resellers to the curb.

With the launch on Wednesday of Uproxx TV, Jarret Myer wants his brand to take the same step forward that YouTube did by moving beyond mobile and desktop viewing and into the living room.

Is it just me, or do third-quarter earnings always seem especially strange?

We break down some of the most interesting financial trends coming out of Q3 earnings reports, and what rises to the level of being worth covering in the first place.

Consumers don’t experience media in silos. They might stream a live game on their TV, scroll social feeds during halftime and research products on their mobile device later that night.

Disney’s Q4 earnings double down on the success of sports streaming content, but the YouTube TV blackout continues.

Confusion in CTV isn’t a natural byproduct of a maturing market; it’s an outcome of how distributors protect their pricing power.