The future of retail media depends on a shift away from siloed in-store and online metrics to a full-funnel approach that reflects how customers actually shop.
OpenX and Givsly’s new curation solution lets political campaigns reach voters based on data sourced from nonprofits, rather than traditional party affiliation.
The Winter Olympics show us how far streaming live sports has come – and how much linear viewership remains. Plus: CPGs are pulling back on ad spend, as they steer through economic challenges and the ripple effects of policy decisions.
A 2004 statute prevents owning enough TV stations to reach 39% of households. But without the scale afforded to other digital content companies, local TV is at a competitive disadvantage.
“Transitional.” “Developing.” “Work-in-progress.” Those are the best descriptions of the current state of TV and video convergence, according to the top leaders influencing the video advertising landscape.
At the risk of getting dorky with sports metaphors, DTC agency Rain the Growth already has a game plan to make sure its programmatic placements are a slam dunk.
Google faces another antitrust investigation; Americans want free, ad-supported news; and the K-shaped economy dings mass-market manufacturers.
The OAAA’s new content taxonomy introduces new subcategories that OOH media owners can use to classify their inventory in OpenRTB bid requests.
When it comes to managing fraud, there are four steps CTV publishers should take to remove bad actors from the supply chain.
“Performance CTV” oversimplifies how television actually drives value, and the focus on performance all but guarantees that campaign results will be misinterpreted.
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.
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.
Maggie Zhang from Amazon Ads talks interactive video strategy, including opportunities on Amazon Prime Video and which genres drive the most engagement.
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.
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.
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.
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.
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.
Netflix could acquire Warner Bros., unless Paramount swoops in or regulators intervene. How rearranging the streaming leaders could affect the CTV ad business.
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.
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.
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.
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.
Confusion in CTV isn’t a natural byproduct of a maturing market; it’s an outcome of how distributors protect their pricing power.
Social CPMs have risen. The ability to find incremental audiences on social platforms has declined. Add the growing brand-safety concerns, and the equation looks even worse.
Netflix announces a new way to measure viewership; streaming and smart TV companies face data collection investigations; and Polymarket ads incentivized losing bets.
Deli meat company Land O’Frost has been leaning into a new MMM approach to figure out which opportunities it’s been overlooking – or even inhibiting.
