#ctv

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#digital-advertising

Yahoo Extends Its Identity Solutions To Connected TV | AdExchanger

Digital advertisers want CTV to align with digital practices for better data and targeting capabilities.

New Ad Offering Promises to Bring Scalable, Interactive Video to Programmatic

Infillion launches IDVx to enhance scalable interactive video advertising across multiple platforms focusing on brand-specific KPIs.

Digital Envoy Introduces LocID, a Stable ID Designed to Restore Trust in Digital Advertising

Digital Envoy launches LocID to address IP address geolocation volatility in digital advertising, enhancing audience targeting and campaign performance with a privacy-focused approach.

The Trade Desk Just Made a Bold Move in Connected TV. Time to Buy? | The Motley Fool

The Trade Desk maintains strong growth and innovation in the ad tech industry, consistently outperforming competitors even in a challenging market environment.

Inside Google's CTV pitch: A lot of AI and a push to avoid privacy stumbles

Google focuses on CTV's aboveboard model compared to digital advertising, emphasizing the opportunity to start fresh without third-party cookies.

Is The Deal Between Roku and The Trade Desk a Game Changer? | The Motley Fool

Roku and The Trade Desk collaborate to enhance ad campaigns for streaming viewers.

Yahoo Extends Its Identity Solutions To Connected TV | AdExchanger

Digital advertisers want CTV to align with digital practices for better data and targeting capabilities.

New Ad Offering Promises to Bring Scalable, Interactive Video to Programmatic

Infillion launches IDVx to enhance scalable interactive video advertising across multiple platforms focusing on brand-specific KPIs.

Digital Envoy Introduces LocID, a Stable ID Designed to Restore Trust in Digital Advertising

Digital Envoy launches LocID to address IP address geolocation volatility in digital advertising, enhancing audience targeting and campaign performance with a privacy-focused approach.

The Trade Desk Just Made a Bold Move in Connected TV. Time to Buy? | The Motley Fool

The Trade Desk maintains strong growth and innovation in the ad tech industry, consistently outperforming competitors even in a challenging market environment.

Inside Google's CTV pitch: A lot of AI and a push to avoid privacy stumbles

Google focuses on CTV's aboveboard model compared to digital advertising, emphasizing the opportunity to start fresh without third-party cookies.

Is The Deal Between Roku and The Trade Desk a Game Changer? | The Motley Fool

Roku and The Trade Desk collaborate to enhance ad campaigns for streaming viewers.
moredigital-advertising
#streaming

Roku Launches Its Own Self-Serve Ad Platform | AdExchanger

Roku launched a self-serve ad platform to connect advertisers with comprehensive streaming inventory, aiming to meet rising demand for CTV advertisement.

CTV takeover: 2025 predictions | MarTech

Streaming platforms will offer more live programming beyond sports, enhancing cultural engagement for viewers and advertisers.

Reinventing the Crab: Is CTV just TV Again?

The streaming industry risks repeating past mistakes by reverting to outdated cable TV models, impacting advertising strategies.
True innovation in advertising requires a departure from old models, not a mere reinvention.

Essential Viewing: Is CTV 2024's Must-Have for Media Planners? - ExchangeWire.com

CTV is the hottest ticket for media planners in 2024
The shift towards streaming has unlocked tremendous opportunity for programmatic

Media Agency Report: Horizon, Publicis, UM and others on CTV's appeal, agency partnerships and programmatic's evolution

Media agencies anticipate increased client budgets for streaming and CTV due to lower CPMs and the popularity of live sports content.

Google On Why New CTV Ad Formats Are Easier Said Than Done | AdExchanger

Ten years ago, YouTube was just a place to watch videos, but it has evolved to stream TV and video in various ways.
Advertisers are becoming more selective in reaching their audiences and are focused on proving performance and achieving outcomes beyond reach and frequency.

Roku Launches Its Own Self-Serve Ad Platform | AdExchanger

Roku launched a self-serve ad platform to connect advertisers with comprehensive streaming inventory, aiming to meet rising demand for CTV advertisement.

CTV takeover: 2025 predictions | MarTech

Streaming platforms will offer more live programming beyond sports, enhancing cultural engagement for viewers and advertisers.

Reinventing the Crab: Is CTV just TV Again?

The streaming industry risks repeating past mistakes by reverting to outdated cable TV models, impacting advertising strategies.
True innovation in advertising requires a departure from old models, not a mere reinvention.

Essential Viewing: Is CTV 2024's Must-Have for Media Planners? - ExchangeWire.com

CTV is the hottest ticket for media planners in 2024
The shift towards streaming has unlocked tremendous opportunity for programmatic

Media Agency Report: Horizon, Publicis, UM and others on CTV's appeal, agency partnerships and programmatic's evolution

Media agencies anticipate increased client budgets for streaming and CTV due to lower CPMs and the popularity of live sports content.

Google On Why New CTV Ad Formats Are Easier Said Than Done | AdExchanger

Ten years ago, YouTube was just a place to watch videos, but it has evolved to stream TV and video in various ways.
Advertisers are becoming more selective in reaching their audiences and are focused on proving performance and achieving outcomes beyond reach and frequency.
morestreaming
#advertising

Industry Review 2025: CTV, Gaming and the Future of Entertainment

The future of entertainment is shaped significantly by CTV, gaming, and audio, attracting advertisers with rich engagement opportunities.

Future of TV Briefing: How focus groups and media mix models can help incrementality-seeking CTV advertisers

Connected TV advertising requires traditional approaches to measure effectiveness.
Incrementality testing is essential to understand the impact of ad investments.

As Viewer Habits Shift On CTV, Are Advertisers Keeping Up? | AdExchanger

Streaming services have surpassed traditional TV viewing, with 41.4% share in July 2023, highlighting a significant industry shift.

5 charts that demonstrate YouTube's reach: Ad spend, users, and Gen Z

YouTube ad revenues up 13% YoY, CTV views grew 130%, demonstrating significant potential for advertisers.

FreeWheel Strengthens its Compatibility with Universal Identifiers, Including First-id

FreeWheel is expanding ID compatibility to support advertisers in a cookie-less future on premium video and CTV inventory.

The Trade Desk finally confirms it: Meet Ventura, the OS to cement its grip on CTV

The Trade Desk is developing a smart TV operating system to strengthen its position in the CTV advertising market.

Industry Review 2025: CTV, Gaming and the Future of Entertainment

The future of entertainment is shaped significantly by CTV, gaming, and audio, attracting advertisers with rich engagement opportunities.

Future of TV Briefing: How focus groups and media mix models can help incrementality-seeking CTV advertisers

Connected TV advertising requires traditional approaches to measure effectiveness.
Incrementality testing is essential to understand the impact of ad investments.

As Viewer Habits Shift On CTV, Are Advertisers Keeping Up? | AdExchanger

Streaming services have surpassed traditional TV viewing, with 41.4% share in July 2023, highlighting a significant industry shift.

5 charts that demonstrate YouTube's reach: Ad spend, users, and Gen Z

YouTube ad revenues up 13% YoY, CTV views grew 130%, demonstrating significant potential for advertisers.

FreeWheel Strengthens its Compatibility with Universal Identifiers, Including First-id

FreeWheel is expanding ID compatibility to support advertisers in a cookie-less future on premium video and CTV inventory.

The Trade Desk finally confirms it: Meet Ventura, the OS to cement its grip on CTV

The Trade Desk is developing a smart TV operating system to strengthen its position in the CTV advertising market.
moreadvertising

Spaceback and Roku unlock CTV advertising for more brands

Roku's partnership with Spaceback simplifies and reduces costs for advertisers to create dynamic ads for connected TV.
#advertising-technology

Queries mount as The Trade Desk takes an unprecedented step into TV's adland

The Trade Desk is launching Ventura, a CTV operating system, in 2025 aimed at enhancing advertising experiences and streamlining ad supply chains.

Nexxen Strengthens UK Presence with Strategic Commercial Hires

Nexxen expands UK team with key roles in advertising technology to advance CTV offerings.

It's Blockgraph's Turn To Launch A Self-Service Platform For CTV Advertisers | AdExchanger

Blockgraph has launched OnDemand, a self-service platform allowing marketers to integrate their first-party data with media sellers and publishers.

Earnings call: Magnite's Q1 2024 results surpass expectations, CTV growth strong By Investing.com

Magnite reported a robust start to 2024 with Q1 revenue of $149M, attributing growth to CTV and DV+. They expect at least 10% growth in contribution ex-TAC for the full year.

Queries mount as The Trade Desk takes an unprecedented step into TV's adland

The Trade Desk is launching Ventura, a CTV operating system, in 2025 aimed at enhancing advertising experiences and streamlining ad supply chains.

Nexxen Strengthens UK Presence with Strategic Commercial Hires

Nexxen expands UK team with key roles in advertising technology to advance CTV offerings.

It's Blockgraph's Turn To Launch A Self-Service Platform For CTV Advertisers | AdExchanger

Blockgraph has launched OnDemand, a self-service platform allowing marketers to integrate their first-party data with media sellers and publishers.

Earnings call: Magnite's Q1 2024 results surpass expectations, CTV growth strong By Investing.com

Magnite reported a robust start to 2024 with Q1 revenue of $149M, attributing growth to CTV and DV+. They expect at least 10% growth in contribution ex-TAC for the full year.
moreadvertising-technology
#programmatic-advertising

The Stack: Ad Tech M&A is Back

Ad tech M&A activity surged this week with significant acquisitions and regulatory developments affecting major players like Apple and Meta.

Buyers Ask To Prune Streaming TV Tech Partners Ahead Of Upfronts

Brands seek efficient CTV supply paths with fewer tech partners for upfront deals.

Viant Acquires Data Biz IRIS.TV To Expand Its Programmatic CTV Reach | AdExchanger

Viant acquired IRIS.TV to enhance CTV advertising transparency and improve targeting and performance.

The Stack: Ad Tech M&A is Back

Ad tech M&A activity surged this week with significant acquisitions and regulatory developments affecting major players like Apple and Meta.

Buyers Ask To Prune Streaming TV Tech Partners Ahead Of Upfronts

Brands seek efficient CTV supply paths with fewer tech partners for upfront deals.

Viant Acquires Data Biz IRIS.TV To Expand Its Programmatic CTV Reach | AdExchanger

Viant acquired IRIS.TV to enhance CTV advertising transparency and improve targeting and performance.
moreprogrammatic-advertising
#digital-marketing

TV 2.0: Driving measurable business outcomes

The advent of CTV and streaming has fundamentally changed how brands approach advertising, shifting from linear TV to targeted digital methods.

US Senate Passes TikTok Bill; X to Venture Into CTV; UK Ad Spend Increased 6.1% in 2023

US Senate passes bill to ban TikTok if ByteDance doesn't divest within a year
X ventures into CTV with dedicated TV app
UK ad spend rises by 6.1% in 2023

TV 2.0: Driving measurable business outcomes

The advent of CTV and streaming has fundamentally changed how brands approach advertising, shifting from linear TV to targeted digital methods.

US Senate Passes TikTok Bill; X to Venture Into CTV; UK Ad Spend Increased 6.1% in 2023

US Senate passes bill to ban TikTok if ByteDance doesn't divest within a year
X ventures into CTV with dedicated TV app
UK ad spend rises by 6.1% in 2023
moredigital-marketing

Exploring The Trenches Of CTV Buying - It's Still Messy In There - With A 20-Year Agency Vet | AdExchanger

The rise of CTV is transforming how consumers access live sports, impacting traditional cable subscriptions.
#consumer-behavior

The state of local advertising: Evolving messaging and strategies for more effective audience targeting and engagement

Local advertising is gaining traction, with a projected increase in budget allocation by brands, agencies, and media buyers.

LG Ads Research: 7 in 10 CTV Users Prefer Streaming Free Ad-Supported Streaming TV

69% prefer ad-supported streaming TV over paid subscriptions without ads.
Viewers spend 12 mins on average deciding what to watch, with content abundance fueling subscription cycling.

The state of local advertising: Evolving messaging and strategies for more effective audience targeting and engagement

Local advertising is gaining traction, with a projected increase in budget allocation by brands, agencies, and media buyers.

LG Ads Research: 7 in 10 CTV Users Prefer Streaming Free Ad-Supported Streaming TV

69% prefer ad-supported streaming TV over paid subscriptions without ads.
Viewers spend 12 mins on average deciding what to watch, with content abundance fueling subscription cycling.
moreconsumer-behavior
#retail-media

Why Mondelez Piloted A Shopper Marketing Test Between Albertsons And Fetch | AdExchanger

Data-driven shopper marketing is evolving beyond traditional methods into new digital channels, expanding its scope and approach.

Ad tech's week on Wall Street underscores critical industry challenges

The Trade Desk continues to lead in the ad tech industry with UID2 and a focus on CTV and retail media.

Internet advertising up 7.3%, reaching record high in U.S. | MarTech

U.S. internet advertising hit record $225 billion in 2023, with significant growth in digital ads in the fourth quarter.
Top channels for growth included CTV, retail media, and audio, indicating advertisers' increasing focus on these platforms.
Despite challenges like privacy regulations, advertisers continue to see digital ads as an effective means to reach customers, driving increased spending.
Video advertising experienced notable growth in 2023, particularly through CTV and OTT platforms, with expectations of further expansion in the future.

PepsiCo Beverages on testing and learning its strategy in a fragmented media landscape

Advertisers are facing the challenge of navigating a fragmented video landscape with the rise of ad-supported streaming platforms, the creator economy, CTV, and retail media.
PepsiCo Beverages is prioritizing consumer privacy and utilizing in-house data, including a combination of first-party and third-party data, to inform their brand and creative strategies.

Why Mondelez Piloted A Shopper Marketing Test Between Albertsons And Fetch | AdExchanger

Data-driven shopper marketing is evolving beyond traditional methods into new digital channels, expanding its scope and approach.

Ad tech's week on Wall Street underscores critical industry challenges

The Trade Desk continues to lead in the ad tech industry with UID2 and a focus on CTV and retail media.

Internet advertising up 7.3%, reaching record high in U.S. | MarTech

U.S. internet advertising hit record $225 billion in 2023, with significant growth in digital ads in the fourth quarter.
Top channels for growth included CTV, retail media, and audio, indicating advertisers' increasing focus on these platforms.
Despite challenges like privacy regulations, advertisers continue to see digital ads as an effective means to reach customers, driving increased spending.
Video advertising experienced notable growth in 2023, particularly through CTV and OTT platforms, with expectations of further expansion in the future.

PepsiCo Beverages on testing and learning its strategy in a fragmented media landscape

Advertisers are facing the challenge of navigating a fragmented video landscape with the rise of ad-supported streaming platforms, the creator economy, CTV, and retail media.
PepsiCo Beverages is prioritizing consumer privacy and utilizing in-house data, including a combination of first-party and third-party data, to inform their brand and creative strategies.
moreretail-media

NBCU Wants To Standardize The Pain Of Creative Ad Delivery | AdExchanger

NBCUniversal is launching Creative Gateway to automate and streamline the ad delivery process for CTV.
The current creative process for streaming ads is inefficient and relies heavily on manual processes.

Comscore Audience Data Will Now Be Available In FreeWheel's Platform | AdExchanger

Integration of contextual audience data enhances ad targeting capabilities.
Privacy-friendly data allows reduced reliance on personal identifiers.
Paramount leads in utilizing new audience targeting methodologies.
#digital-video

Data analysis and market research top list of AI use cases | MarTech

Marketers prioritize AI's analytics for insights and campaign optimization over generative AI content production.

IAB: Digital video advertising KPIs shift, with business outcomes on top

Advertisers prioritize business outcomes over reach in digital video campaigns.

Video ad spend expected to rise 16%, surpassing linear TV this year | MarTech

Digital video ad spend in the US is projected to reach $63 billion in 2024, surpassing linear TV for the first time.

Data analysis and market research top list of AI use cases | MarTech

Marketers prioritize AI's analytics for insights and campaign optimization over generative AI content production.

IAB: Digital video advertising KPIs shift, with business outcomes on top

Advertisers prioritize business outcomes over reach in digital video campaigns.

Video ad spend expected to rise 16%, surpassing linear TV this year | MarTech

Digital video ad spend in the US is projected to reach $63 billion in 2024, surpassing linear TV for the first time.
moredigital-video
#the-trade-desk

Earnings call: The Trade Desk reports robust growth, eyes CTV expansion By Investing.com

The Trade Desk reported 26% increase in Q2 revenue to $585 million, emphasized UID2 framework, expected $618 million revenue in Q3, and highlighted CTV and Retail Media partnerships.

Cathie Wood's Ark Invest Is Selling Nvidia Stock and Buying This Artificial Intelligence (AI) Growth Stock | The Motley Fool

Nvidia may face challenges due to overbuilding GPU capacity without sufficient software revenue.
Ark Invest favors The Trade Desk as a potential investment over Nvidia.

Earnings call: The Trade Desk reports robust growth, eyes CTV expansion By Investing.com

The Trade Desk reported 26% increase in Q2 revenue to $585 million, emphasized UID2 framework, expected $618 million revenue in Q3, and highlighted CTV and Retail Media partnerships.

Cathie Wood's Ark Invest Is Selling Nvidia Stock and Buying This Artificial Intelligence (AI) Growth Stock | The Motley Fool

Nvidia may face challenges due to overbuilding GPU capacity without sufficient software revenue.
Ark Invest favors The Trade Desk as a potential investment over Nvidia.
morethe-trade-desk
#partnerships

Earnings call: DoubleVerify posts strong Q2 growth, eyes future expansion By Investing.com

DoubleVerify reported a 17% revenue increase to $156 million and achieved an 83% gross margin and $47 million in adjusted EBITDA for Q2.
Video impressions surpassed display impressions for the first time, indicating the success of the Verify Everywhere strategy.
New partnerships with companies like Philip Morris, Bacardi, and Panera, along with the closure of competing services, position DoubleVerify for revenue impact in early 2025.

Here's what 10 analysts have to say about Netflix ad tier By Investing.com

Netflix partners with ad-tech firms to boost automated ad buying.

Earnings call: DoubleVerify posts strong Q2 growth, eyes future expansion By Investing.com

DoubleVerify reported a 17% revenue increase to $156 million and achieved an 83% gross margin and $47 million in adjusted EBITDA for Q2.
Video impressions surpassed display impressions for the first time, indicating the success of the Verify Everywhere strategy.
New partnerships with companies like Philip Morris, Bacardi, and Panera, along with the closure of competing services, position DoubleVerify for revenue impact in early 2025.

Here's what 10 analysts have to say about Netflix ad tier By Investing.com

Netflix partners with ad-tech firms to boost automated ad buying.
morepartnerships
#youtube

YouTube Pitches Massive TV Viewership, Ad Targeting

YouTube asserts dominance over traditional TV with billions of viewers and innovative ad options.

Fintech's On-Ramp To Retail Media; Does YouTube Count As CTV, Digital Or Both? | AdExchanger

The fin-tech valuation landscape has been fluctuating over the years, influenced by factors like data-driven marketing services revenue potential.

YouTube Pitches Massive TV Viewership, Ad Targeting

YouTube asserts dominance over traditional TV with billions of viewers and innovative ad options.

Fintech's On-Ramp To Retail Media; Does YouTube Count As CTV, Digital Or Both? | AdExchanger

The fin-tech valuation landscape has been fluctuating over the years, influenced by factors like data-driven marketing services revenue potential.
moreyoutube

How Streamers Respond To Mounting Pressure From Buyers And Investors | AdExchanger

Streaming ad spend projections show social video outpacing CTV growth.

OpenX Promotes Mitchell Greenway to Managing Director, APAC

Mitchell Greenway promoted to managing director, APAC, focusing on expanding OpenX's CTV presence in the region.

Must-See Sessions At CTV Connect | AdExchanger

Buyers require a lot from their CTV partners, including measurement.
Programmatic CTV ad buying brings flexibility and optionality but faces bid duplication challenges.

The DSP-To-CTV Pipeline; Getting A 360-Degree View | AdExchanger

DSPs can capitalize on direct relationships in TV ad buying by utilizing supply-path optimization initiatives like Direct Access by Viant.
Viant focuses on CTV with its post-cookie identity solution called the 'Viant Household ID,' offering a better way to anchor identity and connect first-party data from advertisers and content owners.
#ad-tech

Video Currencies Are Making Waves At Cannes Lions | AdExchanger

CTV plays a significant role at Cannes Lions, focusing on video ad currencies and outcomes-based measurement.

Equativ Acquires Sharethrough; Programmatic: The Next TV Currency Battleground | AdExchanger

SSPs must differentiate or consolidate to avoid being cut by buyers looking to work with fewer intermediaries.

Investment is (slowly) trickling back into ad tech

Investors are showing renewed interest in ad tech early-stage investments.
Speculation is focused on AI and CTV sectors for potential mergers and acquisitions in late 2024.

Video Currencies Are Making Waves At Cannes Lions | AdExchanger

CTV plays a significant role at Cannes Lions, focusing on video ad currencies and outcomes-based measurement.

Equativ Acquires Sharethrough; Programmatic: The Next TV Currency Battleground | AdExchanger

SSPs must differentiate or consolidate to avoid being cut by buyers looking to work with fewer intermediaries.

Investment is (slowly) trickling back into ad tech

Investors are showing renewed interest in ad tech early-stage investments.
Speculation is focused on AI and CTV sectors for potential mergers and acquisitions in late 2024.
moread-tech
#dooh

This Startup Is Serving Up A Cocktail Of CTV And DOOH | AdExchanger

Startups compete for TV ad dollars in the middle of DOOH and CTV.

Nearly a Third of all Retail Shoppers are Influenced by CTV, DOOH and Mobile, According to New Blis Research

CTV, DOOH, and mobile ads influence nearly one-third of retail shoppers in the UK.
Omnichannel campaigns combining mobile ads, CTV ads, and DOOH ads can affect over 28% of consumers in the retail sector.
Personalized ads, particularly those showing nearby stores, have a significant impact on purchase decisions.

This Startup Is Serving Up A Cocktail Of CTV And DOOH | AdExchanger

Startups compete for TV ad dollars in the middle of DOOH and CTV.

Nearly a Third of all Retail Shoppers are Influenced by CTV, DOOH and Mobile, According to New Blis Research

CTV, DOOH, and mobile ads influence nearly one-third of retail shoppers in the UK.
Omnichannel campaigns combining mobile ads, CTV ads, and DOOH ads can affect over 28% of consumers in the retail sector.
Personalized ads, particularly those showing nearby stores, have a significant impact on purchase decisions.
moredooh

Why Edward Norton Thinks Ad-Supported Streaming Is the Future

Measurement challenges in the ad industry as linear TV declines and marketers seek alternatives to Nielsen data.
CTV investments are growing and new ad tech companies are offering faster and better measurement solutions than Nielsen.

Equativ Announces Executive Changes Following Strong Year-on-Year Revenue Growth

Equativ announces leadership changes following global revenue growth and expansion in 2023.
Newly appointed CRO Parag Vohra will focus on accelerating overall revenue growth in key growth areas like CTV, curation, and SSP.

SSPs Are Taking Over The CTV Market, And Buyers Are Paying The Price | AdExchanger

SSPs are significantly increasing in the streaming media industry.

Political Buyers Discover CTV; Mars Wrigley Chews On A Digital Ad Strategy | AdExchanger

Digital video, particularly CTV, is gaining ground fast in political advertising, receiving 37% of the political video ad budgets in 2021 compared to 27% in 2020.
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