Can connected TV really deliver performance – or is “performance TV” just a branding boost with extra data? Erin Firneno, SVP of business intelligence at Advertiser Perceptions, weighs in.
If you buy CTV advertising, you’ve likely encountered two approaches to securing premium inventory: programmatic guaranteed (PG) and buying direct, also referred to as direct IO (DIO).
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
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.
Political advertising has always evolved alongside media consumption. But the shift from linear television to streaming has introduced challenges that campaign managers are still working to navigate. While connected TV (CTV) promises precision and flexibility, the reality facing political advertisers today is far more complex and less standardized.
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.
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.
After a recent expansion, Porter Airlines partnered with Samsung Ads Canada to reach new customers with timely and relatable ads.
Too bad actor Ryan Reynolds didn’t join CTV ad platform MNTN’s first-ever earnings call on Tuesday. It would’ve been fun hearing Deadpool answer questions from investors.
For advertisers, the holiday season poses an optimal opportunity to reach a new and broader audience, boost sales and foster brand loyalty with customers. And this season, CTV should be a core area of focus.
TV audiences are rallying around CTV, and advertisers are following suit . But with this shift comes a persistent challenge: How can advertisers ensure brand safety, campaign efficiency and audience relevance in a fragmented, opaque streaming ecosystem?
Marketers today are operating in an outcome-obsessed world. For mobile app marketers, especially, the smallest screen in the home – the mobile phone – has become the default choice for driving lower-funnel outcomes.
Viant is on an M&A tear, with two acquisitions – IRIS.TV followed by lockr – in less than six months. Although the rationale behind these deals might be obvious to ad tech insiders, Wall Street investors speak a different language, one that Viant CEO Tim Vanderhook has become fluent in as the leader of a publicly traded company.
Does a connected TV DSP need lower take rates? Inside the battle among DSP’s to take on The Trade Desk’s dominant market position. Plus: an on-the-ground report from the TV Newfronts.
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.
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.
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.
In her last week at AdExchanger, Senior Editor Alyssa Boyle reflects on three years of change, and stasis, in the CTV space. Then, how Ozempic is changing the marketing world.
Jeff Green, CEO of The Trade Desk, calls it like he sees it. And he doesn’t see a future for Google monetizing the open internet via its SSP and ad server business.
Trump won the 2024 election. To recap why Trump won, and how paid media played a role (and didn’t) in his victory, we bring on guest Jordan Lieberman, CEO of Power Interactive. The programmatic buying company handled more than 1,000 digital campaigns across the political spectrum this election cycle.
Views of Shorts on CTV devices more than doubled last year, people watch more than 1 billion hours of YouTube daily on their TVs – and other fun facts from YouTube’s Brandcast event.
We recap what we learned in data privacy, retail media and connected TV at this year’s Programmatic IO.
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
By guest artist Nate Fakes A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
More advertisers, especially marketers, who have been slow to embrace AVOD, will increasingly gravitate to primarily AVOD services, writes Greg Smith, Aniview’s GM for North America.
By guest artist Lila Ash A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
Connected TV may be online advertising’s go-to golden child – but buyers beware. CTV buys can be risky, says Chris Kane, founder of Jounce Media.
As broadcasters do their best razzle dazzle routines at the upfronts, streamers and MVPDs alike, including Roku and DirecTV, are busy building programmatic ad tech stacks.
On the heels of the launch of its latest supply-path optimization product, PubMatic posted $55.4 million in Q1 revenue, growing 2% YOY.
