CTV

Women’s sports are a lot more popular than they used to be. But ad inventory remains scarce, because women’s sports still gets way less mainstream media exposure.

Somewhere between what the ad industry says and what the market rewards is often where the truth lives. Here are the three industry storylines most in need of debunking.

Streaming publishers are banking on pause ads to bolster revenue with a more user-friendly ad experience. With programmatic standardization still pending, Warner Bros. Discovery is taking a stab at advancing the capabilities behind its own pause ad formats.

Paramount+, unlike Netflix, announces a subscription-free option; Havas announces plans to go AI-first; and Faire’s Promoted Listings platform targets wholesalers, rather than individual customers.

Peacock hit what Comcast Co-CEO Mike Cavanagh called “meaningful profitability” for the first time in Q2, just as Comcast decided to let it leave the nest. 

Comscore is adding Spotify, SiriusXM, Triton Digital, Acast and Libysn to its Proximic targeting solution to build brand-safe, contextual audiences for omnichannel campaigns.

Lightning-in-a-bottle characters, a world we’ve never seen, and something to say. AMC’s Dan McDermott breaks down what separates a hit from everything else.

Kraft Heinz’s deal with Disney represents a food marketing trend; how buying location data is a legal loophole for the government; analysts rain on OpenAI’s ad parade.

We’re witnessing the end of the pageview era. But the interesting question isn’t how publishers replace their lost search traffic; it’s what they do with the audience they already have.

A few months ago, I did something I’ve never done before. I saw a CTV ad for a product I needed and got so annoyed about it that I bought a competitor’s version out of spite.

Netflix knows it’s in trouble. Or, rather, it knows people think it’s in trouble.

Megaphone becoming part of Spotify’s Ad Server impacts campaign setups; IAB finds 43% of buyers have little confidence in CTV ad supply quality; and Netflix’s ad-filled MLB Home Run Derby broadcast gets panned.

The “K” in “K-beauty” stands for “Korean.” But it should also stand for “kaboom” because Korean beauty product sales are exploding internationally, especially in the US market.

Netflix considers live TV channels; Ofcom tells social media to cool it with the scam ads; and Meta gets weirdly nonconsensual with its AI images.

The cinematic trope of people stopping to watch the news on a storefront TV display feels pretty out of date today. But sometimes, life can still imitate art.

Ask five people in ad tech to define “CTV” – or any other streaming-related three-letter acronym – and you’ll get five different answers. The IAB wants to fix that.

Retail media and CTV have been on a collision course for years. Walmart Connect and Magnite are making that convergence real. AdExchanger Editorial Director Sara Sluis sits down with Mike Laband, Group SVP of Revenue at Magnite, and Khurrum Malik, VP, Business and Product Marketing at Walmart Connect, to talk about what it looks like […]

A collaboration between InterMedia Advertising, Peer39 and Pontiac Intelligence provided show-level cost-per-acquisition data for 94% of CTV ad impressions.

The IAB Tech Lab is working on standardizing programmatic signals for new streaming TV ad formats, including pause ads. Meanwhile, many brands are eager to add pause ads to their repertoire.

The 2024 Olympics proved premium live sports could be transacted programmatically. The 2026 World Cup tests something harder: whether programmatic spend holds up amid viable alternatives.

For some marketers, the billboards that appear in the backgrounds of TV scenes – or heck, even just the blank walls of a building – feel like prime real estate for even more ad placements.

With media megamergers, acquisitions and spin-offs left and right, the media landscape is changing at a pace that is difficult to keep up with.

Retail media ramps up CTV partnerships to extend ecommerce audiences off-site; LaLiga’s piracy crackdown hits legit sites in Spain; and OpenAI mulls third-party ad measurement.

In a world being agentically orchestrated at scale, human judgment is the indispensable guardrail preventing us from optimizing right over the cliff.

Comcast separates NBCUniversal and Sky from its broadband and wireless business; Omnicom is all in on M&A; and startup Whatnot bets on livestreamed shopping.

AI is rapidly moving from promise to practice in streaming TV advertising, reshaping how campaigns are planned, executed and experienced. But as adoption accelerates, there remains no clear answer to what success actually looks like across all parts of the industry.

As much as consumers complain about AI-generated content, advertising experts say AI still has an important place in video creation and production, including for ads. But using AI in content without turning off consumers is a tricky dance.

Netflix touts sharper targeting, but buyers say its black-box approach – especially the lack of usable IP data – is blunting measurement and quietly pushing performance-driven spend elsewhere.

Walmart will buy Vibe.co, a self-serve video ad platform, in hopes of attracting more small and medium-sized advertisers to connected TV.

Everyone’s investing in AppsFlyer; NBCU launches Rock Studios, a creative studio for brand integrations; and Meta wants to hop on the TV bandwagon.