CTV

Content is still king – so long as you measure it correctly, Comscore’s Chief Commercial Officer Steve Bagdasarian told AdExchanger at CES 2026 in Las Vegas.

Maggie Zhang from Amazon Ads talks interactive video strategy, including opportunities on Amazon Prime Video and which genres drive the most engagement.

For years, interactive CTV advertising was the star of industry demos – promising, flashy and mostly theoretical. In 2025, they finally made the leap from proof of concept to practice.

If there’s one thing Disney knows how to do well, it’s brand-building. Now, the massive media conglomerate is developing new tools specifically designed to help its advertising clients do the same.

If any single event can be considered the jumping-off point for TV upfronts, it’s the Consumer Electronics Showcase (CES), which kicks off this week in Las Vegas, Nevada.

Roku’s streaming data will now be integrated into Nielsen’s campaign measurement and outcome tools, the two companies announced on Monday,

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.

2026 is going to be a big year for NBCUniversal. Not only will it play host to the 2026 Winter Olympic Games in Milan, it’s also going to broadcast the Super Bowl, the NBA Playoffs, the regular MLB season on NBC and the FIFA World Cup on Telemundo.

Samsung Ads built a new integration with Amazon Publisher Cloud (APC), which is a clean room solution within the larger Amazon Publisher Suite (APS), the companies announced on Monday.

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.

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.

Add Vibe.co to the list of CTV ad platforms that are kicking supply-side resellers to the curb.

With the launch on Wednesday of Uproxx TV, Jarret Myer wants his brand to take the same step forward that YouTube did by moving beyond mobile and desktop viewing and into the living room.

Disney’s Q4 earnings double down on the success of sports streaming content, but the YouTube TV blackout continues.

Paramount Skydance, which officially turns 100 days old this week, released its first post-merger quarterly earnings report on Monday.

On Monday, Amazon announced the launch of location-based interactive video ad units on Prime Video, which will allow small and local businesses to reach their target customer in specific geographic areas.

Before Warner Bros. Discovery’s Q3 earnings call even began on Thursday, the investor relations team made it clear that leadership did not want to talk about the company currently trying to sell parts of itself to potential bidders.

On Thursday, AdGood, a nonprofit that helps other nonprofits buy premium streaming inventory at a discount, announced a partnership with Samsung Ads, which is donating ad space from its Samsung TV Plus service to AdGood’s media marketplace.

Magnite says it’s not mad at The Trade Desk for prioritizing OpenPath or labeling all supply-side platforms as “resellers.”

According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)

Two quarterly reports might not be enough to confirm a pattern. But it is enough information to draw a line – and so far, that line is going up for MNTN.

Tuesday marked the launch of Roku’s Ads API, which feeds directly into the company’s self-serve Ads Manager. The new free-to-use toolkit will allow developers to create new integrations between Roku and other kinds of advertising applications.

The IAB Tech Lab’s new device attestation feature for its Open Measurement SDK provides a scaled way for original device manufacturers to confirm that ad impressions are associated with real devices.

On Monday, Brand Networks announced that Universal Ads would now be buyable through the company’s agentic ad buying platform, Aimy Ads.

If Roku’s third quarter earnings call could be distilled into a single phrase, it would be “early days.” (With “bullish” as a runner-up, perhaps.)

Comcast has had a pretty rough go of it lately – but there’s still plenty of room for a turnaround.

On Thursday, Comcast Advertising announced that the cable provider’s linear TV inventory will now be available on a targetable, biddable basis for advertisers that want to transact programmatically.

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.

Last year, TTD announced plans to launch a TV operating system, called Ventura OS, that powers the viewing experience on smart TVs with an open, ad-supported system. Now, SVP Matthew Henick has lofty goals for what Ventura can achieve.