CTV

Twitch gets into pause ads; CEOs would love to stop talking about AI agents; and so would brands and publishers, actually!

The kids companies Hasbro and Animaj have formed a co-venture for selling their ads on YouTube and streaming media.

Roku has a simple equation for generative AI: cheaper content production leads to more viewing time and engagement which leads to more ad spend.

Google faces another antitrust investigation; Americans want free, ad-supported news; and the K-shaped economy dings mass-market manufacturers.

Three quarters in and MNTN CEO Mark Douglas isn’t changing his script: small businesses need performance-driven CTV they can measure.

Programmatic’s biggest promise was never automation for its own sake. It was accountability. But today, the industry is moving from reporting performance to steering performance.

The OAAA’s new content taxonomy introduces new subcategories that OOH media owners can use to classify their inventory in OpenRTB bid requests.

Agentic AI is gaining popularity as a tactic for media buyers and sellers striving to simplify workflows, including in streaming TV advertising. Ad measurement firm iSpot introduced SAGE, an agentic AI platform with a “ChatGPT-like interface” that media buyers can use to generate campaign planning ideas.

Putting aside Bad Bunny’s halftime show, AI companies stole the spotlight on Super Bowl Sunday, from Anthropic and OpenAI to Salesforce and Meta.

When it comes to managing fraud, there are four steps CTV publishers should take to remove bad actors from the supply chain.

Wall Street is falling out of love with SaaS; OpenAI has an “ads integrity” unit; and the Super Bowl is getting more personalized.

“Performance CTV” oversimplifies how television actually drives value, and the focus on performance all but guarantees that campaign results will be misinterpreted.

Marketers are running their own plays during and after the Super Bowl, seeking proof of performance from their streaming campaigns to justify their investments.

People Inc. is offsetting a 50% decline in Google search traffic through off-platform growth and its highest digital revenue gains in five quarters.

Marketers claim they want control over creative production, but the moment a new AI tool hits the scene, they’re suddenly all about convenience. AI video ad platform Airpost, which launched last month, does its best to find that happy medium. Today, it announced $4.1 million in seed funding. If your company wants to give up […]

Nielsen is piloting a new measurement approach during the Super Bowl. The pilot is designed to more accurately account for co-viewing during the Super Bowl by better incorporating data from its Portable People Meter Wearables.

SSPs have mostly either applauded or downplayed the recent crackdown on CTV resellers, but smaller publishers see it as another revenue squeeze.

Last quarter, Disney’s SVOD services grew 11% year-over-year to more than $5 billion, driven by growth in both subscription and advertising revenue.

ICE is going ad tech; Streaming television is more original than ever; and YouTube wants to keep all its data to itself.

Now that the video ecosystem is converging, buying workflows need to match how consumers actually watch content, says Walton Isaacson’s Albert Thompson.

All of Cadent’s SSP’s CTV supply paths are now direct; Netflix is thriving on repurposed YouTube content; and the Washington Post continues to struggle.

Sports content is a significant part of NBCUniversal’s streaming growth, and political tensions could impact its upcoming broadcasts.

Supply-path optimization may not be the trendiest three-letter acronym in ad tech anymore, but the SPO trend is still playing out – especially in the CTV category.

Big TV’s shift to programmatic brings in the performance brands; Meta rolls out premium subscriptions for Instagram, Facebook and WhatsApp; and Yahoo enters the crowded AI search market.

Advertising’s “agentic” future is a compelling vision, but one that relies on capabilities that do not exist yet. AdCP may one day make buying easier, but it will not make buying better by itself.

Despite deepening consumer distrust of AI content, marketers and streamers are embracing AI-powered products. Now, generative AI is complicating the already rather bloody streaming wars.

Ads were going to be a “last resort” for ChatGPT, OpenAI CEO Sam Altman promised two years ago. Now, they’re finally here. Omnicom Digital CEO Jonathan Nelson joins the AdExchanger editorial team to talk through what comes next.

PayPal announced plans to acquire Cymbio, a startup that helps brands improve their presence in AI searches. Plus: Hollywood seems to have forgotten how to do good movie marketing.

YouTube is finally delivering on the promise of shoppable CTV ads. Starting Thursday, they’ll roll out to all of Google’s Performance Max and Demand Gen campaigns, YouTube confirmed to AdExchanger.

Netflix beat its revenue expectations for last year, ending 2025 with $42.5 billion in revenue, a 16% year-over-year jump. Of that, $1.5 billion came from advertising.