CTV

Ad-supported television made up 72% of all TV viewing in the first quarter of 2025, according to Nielsen’s newly announced Ad-Supported Gauge.

Emarketer is predicting tariffs could lead to a $2.78 billion to $4 billion decline in linear TV upfront spending, but CTV spending will be flat to up. Emarketer analyst Ross Benes unpacks these findings. Plus: At the Possible conference, optimism reins.

Agentic AI aims to take the work out of campaign targeting; marketers are increasingly using retail media data in non-retail channels; and Puma drives sales by re-embracing its branding.

FreeWheel thinks the best way to simplify streaming video is by fostering more direct connections between buyers and sellers.

Shutterfly’s recent CTV campaign tested a custom algorithm that relies on search data to find geographic regions with the most prospects. It performed better than targeting deterministic IDs.

Outcomes measurement company EDO is no stranger to large data sets. So I sat down with Kevin in March to learn how he thinks AI will continue to transform programmatic CTV advertising. 

Parts of Comcast might be struggling, but the company still feels “well-positioned” in advance of the TV upfronts in May, according to CFO Jason Armstrong.

On Wednesday, Magnite announced plans to merge Magnite Streaming, its ad exchange and SSP, with SpringServe, its ad server and mediation platform, into a single unified product.

On Wednesday, AD-ID announced a partnership with Comcast Technology Solutions (CTS), a division of Comcast Cable that develops buying and planning products for advertisers.

It’s still too soon to tell what kind of impact Netflix’s proprietary ad tech platform is having on the streaming service’s larger revenue goals –- but so far, leadership says, the rollout has “gone well.”

In 2017, Mediaocean CEO Bill Wise predicted the demise of supply-side platforms. The category survived, but he’s sticking to his theory that pureplay SSPs are a thing of the past. Plus: An update on Mediaocean’s $550 million Innovid acquisition and Wise’s counterpoint to recent criticisms of The Trade Desk.

Many well-intentioned advertising standards efforts gather digital dust thanks to industry politics and competing interests. Here’s how the industry can stop sabotaging its own progress.

At VideoAmp’s “Vampfront” presentation on Tuesday, I couldn’t help but be reminded of my favorite pop culture vampire stories (in a good way).

A lot of F-bombs got dropped on stage at the Coalition for Innovative Media Measurement’s (CIMM) summit in New York City earlier this week. And no, probably not the F-bomb you’re thinking of.

Agencies around the globe weigh in on principal-based buying; live sports are king, but new sports like F1 are having trouble gaining traction; and Adobe gets roasted by Bluesky’s artist community.

CTV advertising has made great strides, but it still lags behind social platforms in one critical area: optimizing campaigns based on outcome data. Here’s how standardized conversion API integrations for CTV can help.

While advertisers’ interest in gaming may be growing, their spending commitments seem stuck on pause, judging by Tuesday’s IAB PlayFronts event.

Comcast is trying to win over digital-native and social-savvy marketers for with its recently launched Universal Ads, a self-serve ad buying platform that makes it easier for SMBs to buy streaming TV inventory.

An Adalytics report released Friday details numerous instances of brands serving ads to known bots that appear on the IAB Tech Lab’s International Spiders and Bots list and TAG’s Data Center IP List.

A unit of attention doesn’t serve as a useful indicator of interest or resonance among consumers. So what does? Well, consistency certainly helps.

That car dealership in your neighborhood? It’s probably got a branding problem. Most local car dealerships do.

ISpot’s new solution, called Outcomes at Scale, aims to make outcomes-based attribution easier, faster and more automated across linear and CTV video advertising.

Daily Mail’s ad-light subscription soars; YouTube Shorts takes another cue from TikTok; and MAGNA predicts an ad spend slump due to tariff-induced uncertainty.

Warner Bros. Discovery officially launched OpenPath last week, with the goal of driving demand for its news sites’ display inventory. But for now, CTV is not part of the integration.

Many in the industry see Google’s fingerprinting reversal as an irresponsible move due to privacy concerns, particularly in regions with strict data regulations.

Could AppleTV+ be the next CTV platform to turn to ads in order to turn a profit? Plus, the bubble may have already burst on creators launching direct-to-consumer brands.

The Trade Desk’s weak Q4 emboldened the company’s critics; DOGE’s cuts to federal agencies are hurting ad agencies; and President Trump fires the two remaining Democratic FTC commissioners.

The Netflix Ad Suite, as the company is calling it, is set to launch April 1, the company’s new Advertising VP Nicolle Pangis disclosed during the Cynopsis and AdExchanger CTV Connect event in New York City last week.

The assumption often is that lawyers are the ultimate party poopers who want to stop innovative product people from doing what they do best. But that’s not the case at all.

ADT tracks a bespoke metric called “marketing cost per installation” that measures the impact of media on what ADT cares most about: the roughly 1 million alarms its technicians install every year.