CTV Advertising

Magnite posted strong Q1 numbers and is confident that it will prevail in its battles with both Google and The Trade Desk.

As connected TV (CTV) matures, advertisers aren’t just raising expectations; they’re resetting them. And increasingly, transparency isn’t a value-add, it’s the cost of entry.

In 2011, three media devices captured 87% of consumer attention. Today, that figure has dropped to 65%, according to McKinsey. The fragmentation isn’t slowing down; it’s accelerating. Streaming services, social media, podcasts and gaming now compete for eyeballs, making traditional media planning feel like navigating with an outdated map.

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).

As the video landscape evolves, one thing is clear: CTV is no longer operating as a standalone line item. It is now a foundational component of fully converged, total video strategies. The implications are especially significant for regional and local advertisers.

As AI sweeps the tech landscape, new startups continue to emerge. Here are seven former ad tech execs’ thoughts on best AI practices and starting their own companies.

Marketers are pouring billions into CTV – but without the right tools, duplication, fragmentation and murky measurement can drain ROI.

Rembrand announced that it’s merging with creative automation startup Spaceback to build a unified AI-powered platform for “content-based” CTV, digital video and display.

The American College of Education partnered with performance TV company MNTN to better reach its audience of adults seeking higher education.

Television advertising has undergone a remarkable transformation in recent years, with connected TV (CTV) emerging as a powerful channel for marketers seeking the impact of traditional television with the precision of digital targeting.

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem … 

After a recent expansion, Porter Airlines partnered with Samsung Ads Canada to reach new customers with timely and relatable ads.

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?

Many measurement companies are promoting marketing mix modeling as an easy-to-use solution to overcome signal loss. But that couldn’t be further from the truth, says Maor Sadra, CEO and co-founder of incrementality measurement startup INCRMNTAL.

Just because a channel isn’t where a final transaction happens doesn’t mean it’s not a performance channel. Connected TV is the perfect example, says Brian Mandelbaum, CEO of commerce data platform Attain.

The leadership team is out at LG Ads Solutions. As of Friday, at least two of Alphonso’s top brass were pushed out, including CEO Raghu Kodige and Alphonso co-founder and executive chairman Ashish Chordia. What gives?

The third quarter wasn’t a good one for Roku, which shared belt-tightening plans in expectation of worse results to come during the all-important upcoming holiday season. That’s what happens when advertisers get nervous and hit the brakes.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

When messaging app developer Pinger started experimenting with CTV advertising last year, it learned a lot – about what not to do. “Mistake number one is that we really thought a CTV agency could guide us through the process … and I would encourage you not to assume that,” says Brook Lenox, Pinger’s senior marketing manager.

Roku wants in on the clean room conversation. The streaming TV platform announced its proprietary clean room offering on Tuesday, with agency partners including Omnicom Media Group, Horizon Media and dentsu. The product was built on Snowflake’s media and ad tech cloud data infrastructure.

It makes perfect sense for TV manufacturers to break into advertising. But what about content and software-first companies considering the legacy biz? There are pros and cons to the move, but it all comes down to a profitable plan because “a better go-to-market strategy will crush better technology every time,” said GroupM’s global president of business intelligence Brian Wieser.

TV is finally beginning to mine the powerful digital marketing capabilities that big search engines and social networks offer. But there’s a long history of trust issues in digital advertising, writes Jason Fairchild, CEO of tvScientific.

As CTV grows, advertisers are looking to allocate more marketing dollars to the channel. But advertisers should be strategic about how they spread out their spend, writes John Hamilton, CEO of TVDataNow.

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Mark Fleisch, SVP of national sales at GroundTruth.  Supply-chain issues have affected everything from weekly grocery trips to brand loyalty. But for marketers, inventory challenges extend beyond manufacturing floors and empty store shelves.  The digital […]

Something is rotten in the state of CTV. If you’re a fan of streaming, you probably have a few pet peeves that take you out of the zone, like repeat ads or interruptive ad breaks. Nothing ruins a good show more than thinking it’s trying to sell you something. These problems were solved with a […]

With millions of households tuning into live TV through CTVs, advertisers need to overcome the constraints that are holding them back, writes Paige Bilins, VP of video product management at Magnite.

NBCUniversal built a first-party identity platform that includes 50 million households and 150 million individual consumers to bolster its cross-platform targeting. The platform, dubbed NBCUnified, is the backbone of NBC’s One Platform proprietary technology stack that spans the media campaign lifeline, from planning to measurement. Launched at CES Wednesday, the NBCUnified identity spine will officially […]

Magnite acquired connected TV ad server SpringServe in July for $31 million as part of its ongoing ambition to go big in CTV. But SpringServe continues to operate largely independently, and that’s by design, said Joe Hirsch, general manager of SpringServe.

Digital advertising is on track to grow 31% in 2021, and will likely account for 64.4% of all advertising this year, according to GroupM’s year-end industry growth forecast. As of December, a total industrywide growth rate of 22.5% is expected for the year 2021. “It’s possible that this is the fastest growth in the history […]

The Trade Desk made waves this week with the release of Solimar, its new beach resort brand. Psych! Solimar is real, but it’s the company’s new DSP dashboard. In addition to the updated UI, The Trade Desk also launched a venture capital arm called TD7 – named for the $7 million seed investment that got […]