EMARKETER provides data-centric forecasts and rigorous analysis to empower strategic decisions for marketing, advertising, and commerce teams. The company differentiates itself through its proprietary methodology that sources quantitative and qualitative data from first-party research, exclusive partner data, public companies, and executive interviews. This approach ensures credible, up-to-date insights that help clients anticipate market trends and optimize revenue-driving strategies.
Sony has selected PubMatic as its preferred programmatic advertising partner for the Live TV on PS5 streaming service. The partnership enables brands to access CTV inventory on the console through PubMatic's AgenticOS platform, integrating Sony's audience insights for optimized ad placements.
NBCUniversal has launched an agentic AI tool designed to automate upfront media buying for advertisers. Developed in collaboration with Carat, FreeWheel, and Newton Research, the system analyzes audience and performance data across linear and CTV inventory to provide automated buying recommendations.
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Industry leaders at Advertising Week New York are advocating for the development of standardized measurement frameworks to unify performance data across Connected TV (CTV) advertising. The initiative aims to help advertisers justify increased budget allocations by providing clearer proof of business outcomes and attribution.
EMARKETER projects US CTV upfront ad spending to reach $17.73 billion in 2026, exceeding linear primetime spending for the first time. The article, sponsored by Keynes, argues that this shift necessitates improved data interoperability, unified intelligence layers, and incrementality measurement for cross-platform video advertising.
Spotify's ad-supported revenue growth remains stagnant despite significant increases in its monthly active user base, with premium subscriptions continuing to account for 90% of total revenue. Analysts suggest the platform struggles to monetize audio inventory effectively compared to host-read podcast ads, highlighting a broader industry challenge in audio advertising valuation.
Netflix is expanding its programmatic pause ad format to the UK and EMEA regions, incorporating new demographic targeting capabilities based on household composition and income. The move aims to scale the format, which has demonstrated higher viewer attention and longer dwell times compared to standard CTV ad placements.
GEEIQ CEO Charles Hambro advises marketers to prioritize performance metrics and audience data over immersive creative executions when entering gaming platforms. Despite reaching 60% of US consumers, gaming currently accounts for only 2.4% of digital ad spend due to measurement challenges and platform-specific economic models.
YouTube is introducing new episodic features for Shorts, allowing creators to organize content into seasons and episodes for playback across mobile, web, and CTV devices. This update is part of YouTube's broader strategy to increase its footprint in the connected TV market and leverage its existing lead in CTV ad revenue.
The IAB Tech Lab has released Programmatic Standard Practices v1 for public feedback, aiming to standardize bid caching, ad refreshes, and supply chain traceability. While the guidelines address critical issues in programmatic CTV and digital out-of-home advertising, the organization lacks the authority to enforce compliance.
MNTN argues that performance TV advertising can serve as a viable alternative to paid search as AI-driven search results increasingly reduce click-through rates. The article suggests that CTV environments offer higher trust and measurable outcomes that are less dependent on traditional search discovery.
