netflix

Let’s close out the year with a roundup of the most impactful CTV stories of the year, from Netflix’s ad surge to Nielsen’s measurement missteps.

Inside Coca-Cola’s pivot from TV advertising to influencer marketing; Netflix inks another exclusive video podcast deal with iHeartMedia; and Madison & Wall predicts slow US ad spend growth in 2026.

Netflix could acquire Warner Bros., unless Paramount swoops in or regulators intervene. How rearranging the streaming leaders could affect the CTV ad business.

After a prolonged will-they, won’t-they phase between Paramount Skydance and Warner Bros. Discovery, Netflix swooped in with an $83 billion offer on Friday to acquire the Warner Bros. side of the business.

Netflix announces a new way to measure viewership; streaming and smart TV companies face data collection investigations; and Polymarket ads incentivized losing bets.

The Trade Desk is going after Amazon; Facebook creators are going after Meta; and everybody’s going after Warner Bros. Discovery.

Tylenol maker Kenvue navigates pushing back against the Trump administration’s claims; viewers of Nobody Wants This are tired of product placement; and US Census data might become less privacy-safe.

Prebid changes its mind on universal TIDs; streaming media takes advantage of live events; and short-form video clips are (still) all the rage.

In a livestreamed presentation to investors on Tuesday, co-CEO Greg Peters shared that Netflix had its “best ad sales quarter ever” in Q3, and more than doubled its upfront commitments for this year.

Publicis celebrates as its growth aligns with the IAB’s downgraded ad spend projection; Spotify and Netflix partner to chase YouTube’s video podcast biz; and how investor cash keeps health data safe from advertisers.

If you didn’t happen to watch the main stage of AdExchanger’s Programmatic IO New York this week, then you missed a great (albeit way too brief) conversation about CTV’s programmatic progress.

I didn’t attend WWE’s “Monday Night RAW” event in Brooklyn for love of wrestling. No, I was there to check out the ad content – to the point where I set up a brand-new ad-supported Netflix account from my phone to see where and when the ad breaks actually start.

The SSP is betting on the DOJ’s antitrust remedies, plus closer relationships with agencies, DSPs and mid-sized advertisers, to help it eat some of Google’s lunch.

As the quality of answer engines improves, people will click through to publisher websites less often. The solution isn’t to wage war against AI. It’s time to build a sustainable future for all stakeholders.

Netflix cracks Nielsen’s top 3 channels, but YouTube is still tops; CTV is maturing as a marketing channel, but it comes with zits; and Google rolls out another core update for search.

Social media companies are cutting the junk from their diet; Trump is trying to reshape American media; and selling ads is always the last resort.

Netflix, which reported its Q2 earnings on Thursday, generated more than $11 billion in overall revenue last quarter, up 15.9% year-over-year.

Here’s what Head of Performance Media Josh Palau had to say about how Pfizer currently navigates the CTV landscape, including why having your own hands-on-keyboard experts is key and how new ad formats can be slow to accommodate pharmaceutical brands.

Where would the New York Times be without its recipes?; Cannes Lions deals with controversy; and Netflix wants to get ultra-personal with its ads.

Amazon Prime Video rolls out new audience and contextual targeting; streamers wring more revenue from subscription-weary consumers; and AI is an app, so it must obey Google and Apple.

Now that all the dust and confetti has settled after the upfronts, negotiations between marketers, agencies, networks and streamers are only just getting started.

If Netflix’s most recent upfront presentation is any indication, the third time must be the charm.

It’s still too soon to tell what kind of impact Netflix’s proprietary ad tech platform is having on the streaming service’s larger revenue goals –- but so far, leadership says, the rollout has “gone well.”

Agencies around the globe weigh in on principal-based buying; live sports are king, but new sports like F1 are having trouble gaining traction; and Adobe gets roasted by Bluesky’s artist community.

Could AppleTV+ be the next CTV platform to turn to ads in order to turn a profit? Plus, the bubble may have already burst on creators launching direct-to-consumer brands.

The Netflix Ad Suite, as the company is calling it, is set to launch April 1, the company’s new Advertising VP Nicolle Pangis disclosed during the Cynopsis and AdExchanger CTV Connect event in New York City last week.

US judge rules generative AI has no fair use claim; Snap sets its sights on SMBs; MMM comes to CTV; and Disney introduces ads in live TV, even for paid users.

Netflix’s programmatic platform is a tough sell in Europe. Plus, awkward euphemisms makes marketing for sports gambling a problem. 

Google’s open-source MMM product goes live; Amazon Prime Video’s ad biz turns one; and teens don’t trust Big Tech and have doubts about AI.

For all intents and purposes, 2024 is already over. Which means now is a fine time to see how far CTV advertising has come by looking back at some of this year’s most-read stories on AdExchanger.