Ad tech rebuilt itself around identity resolution and clean rooms once third-party cookies disappeared. Coverage here spans SSAI, programmatic CTV, ad-supported tier economics, frequency capping, and the measurement approaches replacing the old playbook.
A projection indicates that ad fraud could reach $200 billion by 2030, potentially leading to a collapse of the digital advertising system. This forecast highlights a significant concern for advertising revenue within streaming media. The original source is an X post linking to a podcast discussion on the topic.
Specificity Inc. highlights the urgency of addressing ad fraud, projected to reach over $100 billion by 2026, with 20.6% of programmatic traffic being invalid. The article advocates for a shift from algorithmic reliance to human-verified intent data to prevent financial losses and data corruption in advertising campaigns, particularly in areas like Connected TV (CTV) advertising.
Anura.io CEO Rich Kahn discusses the substantial financial losses digital ad fraud causes, estimated at $160 billion annually, and how his SaaS platform identifies fake leads. The discussion highlights the platform's role in detecting ad fraud, including sophisticated AI-driven methods, which directly impacts streaming ad revenues and the need for robust fraud detection in CTV campaigns.
The Trade Desk is seeking a Business Development Director to manage and grow its strategic partnership with Procter & Gamble, one of its largest clients. This role focuses on driving new revenue and deepening relationships within programmatic advertising, specifically across CTV, identity, retail media, and measurement. The position highlights The Trade Desk's emphasis on high-value client accounts and expanding its platform capabilities for major advertisers.
Experian Audiences, offering over 3,500 audience segments, are now integrated into the Adobe Advertising DSP. This integration aims to accelerate audience strategy to activation for advertisers and agencies, improving campaign performance across various channels, including CTV, display, and audio.
Adduro offers a platform that coordinates streaming TV, audio, and display ad delivery, applying a single frequency cap and unified reporting across these channels. This approach aims to reduce ad fatigue for consumers and provides comprehensive campaign insights for advertisers. The service allows advertisers to plan or audit their coordinated streaming advertising strategies.
Magnite has expanded its partnership with dentsu in Sweden to enhance programmatic CTV advertising capabilities. This collaboration aims to streamline CTV activation for dentsu's AMX Premium Video solution, boosting reach and efficiency in the Swedish market.
The VAB (Video Advertising Bureau) provides a collection of glossaries and overviews focused on advertising, marketing, media, and television, aiming to clarify key concepts for streaming industry professionals. These resources cover technical and business aspects of ad tech, including addressable TV, CTV, digital video supply chain, FAST ecosystems, programmatic TV, and video measurement terminology. The platform acts as an educational resource to help navigate the complex ad tech landscape within the streaming industry.
Magnite and Tubi are collaborating to enable small and medium-sized businesses (SMBs) to access CTV advertising through programmatic placement and AI-powered creative production, showcased at the recent L26 event. This initiative aims to lower the historical barriers of high cost and complex production for SMBs to advertise on television. Factors enabling this include generative AI reducing creative costs and programmatic distribution leveraging extensive CTV inventory for precise targeting.
WURL CEO Dave Bernath discusses the evolution of CTV advertising from show-level to scene-level contextual targeting. This advancement uses AI to analyze content in real-time, improving ad relevance and viewer engagement. The shift aims to provide a more premium advertising experience and drive better campaign performance.
Josie Koenigs of the University of Northern Iowa conducted an experimental evaluation of AI video generators specifically for advertising applications. This academic research investigates the intersection of advanced AI technology and its practical use in advertising. The study provides insights relevant to professionals involved in ad tech and streaming monetization.
US soccer leagues and clubs, including MLS and NWSL, are prioritizing first-party fan data collection using platforms like Jump and internal tools such as Fan Genome. This initiative aims to improve fan experience, personalization, and engagement. Tools like Jump help unify backend systems for ticketing and retail, enabling better targeting for ad campaigns and understanding fan ROI.
Zuora Inc. has launched its new AI Monetization Suite and AI Pricing Simulator, designed to help companies price and monetize AI products effectively. These tools enable flexible pricing models and accurate revenue recognition for various AI usage scenarios before product launch. The suite aims to simplify complex monetization challenges as AI drives more variable pricing and usage-based models.
Stellantis, Publicis Media, and Integral Ad Science (IAS) completed a global attention measurement program, analyzing over 13 billion ad impressions across 19 countries. Utilizing IAS Quality Attention, the initiative led to a 165% increase in engagement and a 33% improvement in ad recall for key demographics. This case study demonstrates the efficacy of advanced attention metrics for optimizing programmatic ad campaigns.
Edgewater Research upgraded Unity Software and AppLovin to Outperform, citing a significant industry pivot towards ad-supported monetization in mobile gaming. This shift is driven by robust user acquisition engines and AI-accelerated game development. Both companies' ad tech platforms, AppLovin's MAX and Unity's Vector engine, are positioned as key drivers of growth in this evolving landscape.
Disney's entertainment streaming arm achieved a 10.6% operating margin, with operating income surging 88% to $582 million in the quarter ending March 28, 2026. This significant growth was primarily driven by advertising and price hikes, signaling a strategic shift towards ad-supported models for streaming monetization. The company's President of Global Advertising, Rita Ferro, is highlighted for building the underlying ad technology across Disney's platforms.
Poland's streaming market is maturing, with subscription growth slowing and piracy, particularly torrent use, rebounding significantly to 13% for internet users. Operators are becoming crucial distribution partners, handling nearly four in ten subscriptions. Streamers, including Netflix, are increasingly exploring ad-supported tiers to generate new revenue streams amidst slowing subscriber acquisition.
Connected TV (CTV) advertising is shifting from audience growth to measurable business outcomes, driven by AI automation, retail media networks, and live sports. Advertisers now demand that CTV campaigns deliver performance data rather than just impressions. The future of CTV advertising emphasizes accountability, automation, and governance, with agentic AI playing a significant role in media buying decisions.
MoffettNathanson analysts are highlighting the growth of Free Ad-Supported Streaming Television (FAST) channels, specifically Tubi and Roku Channel, as significant competitors for advertising budgets. YouTube's substantial ad revenue of $20 billion in 2025 is also noted, underscoring a broader shift in ad spending within the streaming sector.
Nielsen and Mediaocean announced an integration to bring advanced audience reporting from Nielsen Audience Builder into Mediaocean's Prisma platform for data-driven linear national TV campaigns. This aims to maintain consistent audience definitions from planning through measurement, addressing a key advertiser challenge. The integration is scheduled to launch in September 2026.
Renub Research forecasts the global advertising market will exceed $1 trillion by 2033, growing from $667.8 billion in 2024, driven by digital advertising investments, AI, and influencer marketing. This projected growth indicates substantial opportunities for ad-tech companies and platform providers within the streaming video industry. The report highlights increased programmatic buying, mobile-first consumer behavior, and AI-powered personalization as key growth factors.
Criteo has reduced the minimum ad investment for ChatGPT from $50,000 to $10,000 to encourage adoption, while Google has introduced new generative AI performance reports within Search Console. These changes aim to make AI-driven ad channels more accessible and transparent for advertisers. The reports will provide metrics like impressions, pages, countries, devices, and dates for AI-driven search results.
Samsung Ads reports that 76% of viewers are undecided on content, spending an average of 10.5 minutes on the home screen, indicating a significant opportunity for advertisers to reach audiences before they choose what to watch. The company's research shows that home screen ad placements increase brand advocacy by 11% and purchase likelihood by 10%. Samsung Ads also launched TotalView, a solution to measure ad exposure and audience reach across both linear and streaming environments, aiming to bridge data gaps for brands.
A Spectrum Reach survey indicates strong demand for the 2026 FIFA World Cup, with 83% of respondents planning to watch and 93% using pay TV or streaming. The survey highlights continued reliance on traditional TV for live sports but also significant mobile/tablet viewership, informing ad spending and platform strategies. FIFA predicts 6 billion engagements globally across TV, streaming, and digital platforms for the tournament.
Teads stock rose 6.5% to $1.225 despite a broad tech decline, as CEO David Kostman purchased 46,500 shares. The ad tech firm is facing a June 22 Nasdaq delisting deadline due to its stock trading below the $1 minimum bid, and its Q1 revenue was down 7% to $266 million. The company is actively integrating its Audience Planning API with Havas Media Network's Converged.AI platform and focusing on CTV for future growth.
Social media platforms Instagram, Snapchat, and YouTube are increasingly becoming digital shopping malls, with short-form video and algorithms driving product discovery and purchase decisions. This shift, particularly significant in India, is changing advertiser spending patterns and the roles of content creators, brands, and traditional e-commerce platforms. The article highlights the rise of 'discovery commerce' where content and algorithms influence purchasing within social feeds.
Viant Technology has partnered with Ad Fontes Media to enable news reliability-based targeting on Connected TV (CTV) via IRIS_ID within Viant's DSP. This integration allows advertisers to identify and activate against news programming based on content reliability and bias. Viant highlighted this as a first-of-its-kind offering in the DSP market.
Sportradar has extended its exclusive global data and audiovisual betting rights agreement with the All England Club for Wimbledon, continuing its role in providing real-time data to the global betting ecosystem. This multi-year extension, originally secured through Sportradar's 2025 acquisition of IMG ARENA, also covers integrity services and aims to support innovation in fan engagement. Accurate, official data distribution is emphasized for maintaining event integrity and enhancing fan interaction.
GumGum CEO Marcus Startzel argues that the advertising industry's current AI investment is overly focused on infrastructure optimization rather than understanding consumer mindset and achieving brand outcomes. He highlights the risk of repeating past programmatic advertising challenges by prioritizing transaction volume and efficiency over genuine consumer connections. Startzel calls for a shift in AI application towards understanding real-time consumer mindset to deliver more effective advertising.
IAB Tech Lab has announced its 2026 event schedule, featuring 10 workshops, bootcamps, and summits focused on Agentic AI, privacy, and Advanced TV ad operations. These events aim to provide technical guidance on evolving industry standards and monetization strategies in the ad tech space. Key sessions include an 'Ad Ops Workshop for Advanced TV' and a 'Trusted Server Workshop' for server-side ad execution.
Samsung Ads' "Behind the Screens 2026" report, based on 70 million European smart TVs, reveals increasing CTV fragmentation, with average app launches up 8% in 2025. The report highlights that younger viewers use 21% more apps, shifting loyalty from platforms to content, making the home screen crucial for discovery and advertising strategy. Samsung Ads is a vendor providing advertising solutions for streaming.
Mohammad Chughtai, Global VP of Strategy and Partnerships at MiQ, discusses how marketers are using programmatic buying and advanced attribution models, including marketing mix modeling (MMM), for live sports streaming. This approach optimizes ad spend and provides advanced measurement for these events, with a focus on private marketplace (PMP) deals over open exchanges. The article highlights the evolution of MMM for more rapid reporting, making it accessible to a broader range of advertisers.
James Deaker of Korukea Media discusses the potential risks of agentic AI in digital advertising, focusing on issues of ownership, governance, and accountability. The conversation highlights past algorithmic failures at Zillow and Amazon as cautionary tales. Deaker emphasizes the need for guardrails as digital advertising companies adopt AI-run systems to avoid company-crushing risks.
The article discusses the growing importance and evolution of Connected TV (CTV) marketing in 2026, highlighting its ability to provide advanced targeting, measurable results, and improved ROI for businesses through programmatic advertising and AI. It contrasts CTV with traditional TV advertising, emphasizing the shift in consumer viewing habits towards streaming and the benefits for marketers. The piece touches on key trends like AI-powered advertising, interactive ads, and shoppable experiences, while also addressing challenges such as platform fragmentation and ad fraud.
Integral Ad Science (IAS) launched IAS Agent, an AI-powered platform designed for automated campaign performance analysis, in March 2026. This new solution provides real-time recommendations and insights directly within the Signal UI Overview Dashboard, aiming to significantly reduce the time marketers spend on manual data analysis. IAS Agent leverages over 15 years of data and processes 280 billion data interactions daily to deliver precise, actionable insights for campaign optimization.
Digital advertising experts highlight walled gardens, fragmentation, and measurement as critical pain points in the current marketing landscape. The article emphasizes that the lack of access to audience and outcomes data from walled gardens, including major streaming services like Netflix, impedes efforts toward measurement standardization. Key figures from MiQ, Roku, and Albertsons Media Collective participated in a discussion on this topic.
Amazon Ads is hiring a Senior Applied Scientist to develop AI-driven media planning and ad measurement solutions. The role focuses on leveraging machine learning and Generative AI to optimize ad spend strategies for advertisers.
Apple's Intelligent Tracking Protection (ITP) in Safari blocks third-party cookies and significantly limits the lifespan of first-party cookies, impacting conversion data for pixel-only tracking. This forces streaming professionals and advertisers to adopt server-side tracking, server-side identity, and Conversions API (CAPI) integrations to maintain effective attribution and audience data and mitigate data loss.
Amazon Ads released a guide defining ad inventory, its importance for maximizing revenue and audience targeting, and its role within the broader ad tech landscape among SSPs, DSPs, and ad exchanges. The guide highlights various types of ad inventory, including video, audio, and streaming TV, and details Amazon Ads' services like Amazon Publisher Services and Amazon Publisher Cloud. It also emphasizes Amazon Ads' strategic partnerships with major media companies such as Disney, Netflix, Roku, and Spotify, which leverage AI to optimize ad inventory across their platforms and third-party exchanges.
Disney+ has introduced four new interactive ad formats, powered by its proprietary Disney eXperience Composer (DXC) platform, which have shown up to 10x brand recall gains. These formats, deployed between April 2025 and early 2026, include Pause+ Trivia and Ad Selector, contributing to record streaming ad revenue. The DXC platform is designed for rapid iteration and deployment of ad units across Disney's streaming ecosystem.
Capitalize Media Limited (CML) is a South African company specializing in the commercialization of sports and entertainment properties, notably expanding SuperSport Schools' youth sports media ecosystem. CML focuses on brand integration, content integration, and commercial strategies to connect brands with audiences through meaningful storytelling and sustainable partnerships. The company helps brands utilize streaming, linear TV, VOD, and social media platforms for advertising in youth sports.
Verve Group SE's Annual General Meeting approved its relocation from Sweden to Ireland, re-elected its Board, and authorized share repurchases and issuances. This move aims to align the ad-tech firm more closely with the international advertising technology ecosystem, leveraging Ireland's familiar corporate framework for global peers and investors, particularly in the US where the AdTech industry is centered.
TiVo's Q4 2025 Video Trends Report indicates North American consumers' daily watch time exceeded five hours, with average households using over 10 streaming services and spending $161 monthly. The report highlights the sustained engagement with advertising-supported models, particularly AVOD and FAST, whose adoption reached 70% and now account for 13% of total viewing time. These findings provide crucial data for CTV budget allocation and measurement strategies for ad tech professionals.
TiVo's Q4 report indicates an average monthly household entertainment spend of $161, with 54% of subscribers opting for ad-supported tiers and FAST adoption reaching 70%, suggesting a shift in consumer behavior and continued interest in ad-supported models. Paramount seeks to dismiss an antitrust lawsuit regarding its $110 billion merger with Warner Bros. Discovery, while FIFA and DAZN partnered to launch FIFA+ exclusively on the DAZN platform for approximately 8,500 live football events annually. Additionally, Nielsen announced a collaboration with Mediaocean to integrate advanced audience measurement for data-driven linear national TV campaigns within Mediaocean’s Prisma platform.
Triton Digital proposes agentic AI and the Advertising Context Protocol (AdCP) to transform digital audio advertising from fragmented auctions to orchestrated campaigns. This initiative aims to reduce operational friction for publishers, enabling better inventory valuation and audience discovery by moving beyond solely ID-based targeting. Triton, as a founding member of the Agentic Advertising Organization (AAO) and contributor to AdCP, is actively shaping these new coordination standards.
Global-M provides SaaS solutions for telecom providers and pay-TV operators to monetize video content. Their platform specializes in video commerce and is currently used by over 25 operators worldwide.
Mediaproxy's LogServer now supports Nielsen CBET (Critical Band Encoding Technology) layer 1 watermarking, expanding on its existing Nielsen NAVE (Nielsen Audio Video Encoder) decoding capabilities. This enhancement allows Mediaproxy to extend its compliance monitoring into the radio market for audience research data. The company is one of the few compliance system manufacturers officially certified by Nielsen.
WTAE-TV, a Hearst Television ABC affiliate, is hiring a Digital Sales Manager to lead digital and cross-platform revenue growth by integrating digital, streaming, and linear solutions. This role focuses on modernizing sales with AI-enabled tools, optimizing targeting and campaign performance, and expanding CTV/OTT and programmatic advertising opportunities. The position requires expertise in advertising technologies and the ability to train sales teams on these advancements.
Digital out-of-home (DOOH) advertising buying models are evolving, with most spend still managed directly via insertion orders rather than modern ad servers. New ad technology infrastructure is emerging to unify direct and programmatic DOOH campaigns, enhancing accountability and visibility for advertisers. This shift aims to provide more verifiable delivery metrics and coherent planning across all DOOH demand types.
Amazon has released its weekly Prime Video rankings for May 25-31, 2026, with 'Jack Ryan: Ghost War' topping films and 'Off Campus' leading series with 36 million viewers. This data is highlighted for its relevance to advertisers utilizing Prime Video's Dynamic TV Creative, a tool for personalizing video ads based on viewer shopping behavior. The strong viewership performance of these titles creates valuable inventory for targeted advertising on the platform.
