CTV

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.