CTV

Affle has a new self-serve CTV platform that charges for conversions rather than impressions as the company makes a broader push into the US.

Traditional television buying has always required campaigns to work in broad strokes. But political campaigns’ audience-first thinking should carry through to how they use CTV.

By all means, measure outcomes. Optimize toward sales. Make television more accountable. But if the product is basically a pixel, an attribution window and a CPA column, that doesn’t mean we’ve transformed TV into Google. 

An AI agent can stay inside its budget and still spend too much. It can log every decision. But the evidence of performance can still arrive after the money is committed.

NBCU, FreeWheel, Carat and Newton Research join forces for agentic AI CTV buys; Monday Night Football gets flooded with Texas Senate ads; and justifying “preferred by cats” in pet food ads.

MMM helps marketers understand if a channel worked in the aggregate and what happens when the next dollar is added. For CTV, that discipline is badly needed. But MMMs can’t answer everything.

Scaled show-level optimization is not a standard product. In many cases, that functionality is still in the early stages of development.

While Eric Seufert’s “everything is an ad network” mantra keeps being proven correct, a new truism is also taking shape: “Wherever an advertising business emerges, the measurement challenge follows.”

FAST’s credibility gap is structural: Platforms are sitting on audience data that would validate the inventory they’re selling, and they are choosing not to share it.

With the right safeguards in place, open-market CTV can match PMP performance, proving that quality controls – not deal type – drive results, argues Ayse Pamuk, director of platform operations at Basis.

Somewhere between what the ad industry says and what the market rewards is often where the truth lives. Here are the three industry storylines most in need of debunking.

Comscore is adding Spotify, SiriusXM, Triton Digital, Acast and Libysn to its Proximic targeting solution to build brand-safe, contextual audiences for omnichannel campaigns.

We’re witnessing the end of the pageview era. But the interesting question isn’t how publishers replace their lost search traffic; it’s what they do with the audience they already have.

Megaphone becoming part of Spotify’s Ad Server impacts campaign setups; IAB finds 43% of buyers have little confidence in CTV ad supply quality; and Netflix’s ad-filled MLB Home Run Derby broadcast gets panned.

Retail media and CTV have been on a collision course for years. Walmart Connect and Magnite are making that convergence real. AdExchanger Editorial Director Sara Sluis sits down with Mike Laband, Group SVP of Revenue at Magnite, and Khurrum Malik, VP, Business and Product Marketing at Walmart Connect, to talk about what it looks like […]

Retail media ramps up CTV partnerships to extend ecommerce audiences off-site; LaLiga’s piracy crackdown hits legit sites in Spain; and OpenAI mulls third-party ad measurement.

In a world being agentically orchestrated at scale, human judgment is the indispensable guardrail preventing us from optimizing right over the cliff.

For the first time, Omnicom can directly compare ad frequency and performance across multiple major streamers, which typically prefer to keep data locked inside their walled gardens.

The future of TV isn’t traditional vs. CTV. Rather, it’s a partnership of two sides. Fox and Roku represent this convergence.

The broadcast and streaming worlds are being pulled together by a wave of major M&A, from Fox’s $22 billion acquisition of Roku to Paramount’s merger with Warner Bros. Discovery. TV Land, naturally, is watching closely.

Some DOJ staffers wanted to challenge the Paramount/WBD merger on antitrust grounds; ad tech M&A is poised to pick up; and social media marketers want to normalize controversial clipping.

To close the gap between digital audio ad spend and audience engagement, audio platforms want to get more deeply embedded in omnichannel campaign planning tools.

Advertisers can target high- and medium-attention ad inventory in Amazon DSP while filtering out low-attention placements and made-for-advertising sites.

Performance CTV tech company Keynes launched an AI-powered platform. Tuckernuck says it can finally “pop open the hood” and see what’s working.

Netflix expands its ad ambitions with new programmatic tools; OpenAP pushes cross-publisher CAPI measurement for TV ads; Starlink bidstream data reportedly fuels surveillance tracking.

PubMatic has run more than 30 fully autonomous, end-to-end agentic campaigns through the SSP’s AgenticOS platform, in addition to more than 1,000 direct publisher deals.

TTD confirmed that this CTV publisher’s errors would have made its UID2s useless for ad targeting. But TTD also said it wouldn’t have had enough information to flag the issue.

There is a clear set of capabilities that CTV OEMs and streamers can offer advertisers that the original content owner cannot. Here are the most material gaps that the buy side experiences between supply sent from the publisher and supply sent from distributors.

Programmatic enemies make better friends in the AI era; social video projected to outgrow CTV this year; and apps are integrating into chatbots, but where are the users?

IAS pushes clearer streaming ad visibility; Meta eyes a plug-in CTV play; Too many creators, not enough ad dollars.