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.
Ad Insertion Platform (AIP) and Veset have partnered to offer an integrated cloud-based workflow combining Veset's playout platform with AIP's DAIConnect SSAI solution. The joint offering enables broadcasters and content owners to launch and monetize ad-supported FAST channels with dynamic server-side ad insertion. The solution targets quick deployment while adhering to SCTE guidelines.
PubMatic and Dutch agency Abovomaxlead have launched the first agentic AI-powered CTV advertising campaigns in Europe, integrating Abovomaxlead's Mediavision AI with PubMatic's AgenticOS. The autonomous system reduces campaign setup time by up to 87% and troubleshooting time by up to 70%, following a similar successful US deployment.
Concord raised $3 million in seed funding to build an agentic media buying platform called Concord Agent. The platform automates campaign execution, pacing, and optimization across major DSPs including DV360, The Trade Desk, and Amazon DSP, and has seen early adoption within WPP and Havas agencies. Early users report up to 70% time savings on manual buying workflows.
AdPlayer.Pro has been certified as a Google Ad Manager Technology Partner, confirming its video ad player's compliance with Google's ad infrastructure. The certification gives publishers enhanced support and visibility within the Google Ad Manager ecosystem, the company announced.
SSP provider OpenX launched OpenX IQ, an AI and machine learning suite for supply-side inventory scoring, audience modeling, and predictive analytics. The tools embed intelligence into media workflows, aiming to give advertisers greater transparency and performance control in programmatic buying, including CTV.
The article discusses the rise of ad-blocking and its threat to publisher monetization, suggesting server-side video advertising and embedded product content as countermeasures. It highlights that server-side ad insertion resists browser-based ad blockers, positioning video as a key opportunity.
IAB Tech Lab proposed an update to OpenRTB SupplyChain v1.1 to give buyers visibility into all participants in programmatic ad transactions, including those managing technical custody, enhancing supply-path optimization. This aims to shift SPO from rewarding the shortest path to rewarding the most transparent path. The proposal is open for public comment through August 21, 2026.
DoubleVerify expanded its Authentic AdVantage solution to integrate media quality controls and performance data across Meta and TikTok. This product move gives advertisers a unified system to manage campaign verification and performance metrics like reach and CPM on two major social platforms. The article couples this product announcement with a stock valuation analysis suggesting the company may be undervalued.
Magnite partners with Viasat Aviation to enable programmatic advertising across in-flight Wi-Fi and entertainment on over 4,000 aircraft, opening a new premium ad inventory channel. The deal expands Magnite's addressable market and aligns with its CTV and AI-driven programmatic buying narrative. The article frames the partnership within Magnite's investment case, noting potential benefits alongside risks such as customer concentration and margin pressures.
Fox Corporation has entered a definitive agreement to acquire Roku, combining Fox's traditional media assets with Roku's connected TV platform. The deal marks a strategic shift toward platform ownership and digital distribution for Fox, potentially impacting advertising and content distribution. Regulatory and integration risks remain.
Xumo has expanded partnerships with Gracenote and IRIS.TV to integrate contextual ad-targeting tools into its FAST platform, aiming to improve campaign precision and brand suitability across linear and on-demand content.
Omnicom Media Group and Disney Advertising have partnered to implement a sequential ad delivery platform designed to reduce repetitive commercials in streaming. The solution integrates Innovid's creative sequencing technology with Disney's audience graph and Omni's measurement tools to evolve ad narratives across live and VOD inventory.
Norwegian broadcaster TV 2 has engaged Yospace to deploy server-side ad insertion (SSAI) across its TV 2 Play streaming service. This deployment aims to support the broadcaster's transition to a hybrid ad-supported business model for both VOD and live content.
Yospace has announced a slate of new toolsets for NAB Show 2025, including server-guided ad insertion (SGAI), an orchestration dashboard for live events, and client-guided ad measurement. The company is also highlighting technical partnerships with Bitmovin, castLabs, Capella Systems, and Akamai to showcase improved monetization workflows.
Yospace has introduced prebidding functionality for server-side ad insertion in live streams to replicate header bidding benefits for broadcast environments. The system allows ad decision servers to view advertiser CPMs and content metadata in real-time to optimize ad pod value and placement.
Yospace's head of solutions architecture evaluates the technical challenges and overhead associated with implementing server-side ad insertion (SSAI) for MPEG-DASH. The analysis highlights structural complexities in the MPEG-DASH manifest compared to HLS and suggests that HLS with CMAF may serve as a more efficient alternative for multi-platform ad insertion.
Yospace reports scaling its server-side ad insertion (SSAI) platform to manage 3.2 million concurrent users during live sports events. The company outlines a prefetch methodology designed to resolve the technical tension between low-latency streaming requirements and the processing demands of programmatic ad bidding.
Yospace and Capella Systems have collaborated to create a pre-integrated solution that combines server-side ad insertion with live encoder management for pop-up events. By integrating Yospace's Orchestrator module with Capella's Cambria Stream and Ad Break Control, the partnership aims to help broadcasters improve operational efficiency and maximize ad revenue for live sports coverage.
Channel 4 has renewed its multi-year partnership with Yospace to continue using its server-side ad insertion (SSAI) technology for live-streamed advertising. The deal supports the broadcaster's digital-first strategy by enabling addressable advertising across mobile, web, and various CTV platforms.
Yospace has joined the Akamai Qualified Compute Partner Program to make its server-side ad insertion (SSAI) technology available for deployment on Akamai Connected Cloud. The partnership enables streaming operators to leverage Akamai's distributed infrastructure to implement addressable advertising at scale.
Yospace provides a comparative technical analysis of Client-Side, Server-Side, and Server-Guided Ad Insertion (SGAI) methods for streaming platforms. The article highlights the operational trade-offs of each approach and emphasizes that prefetch strategies and supplementary measurement tools like CMCDv2 are necessary to maintain effective ad scaling.
The Office of the Australian Information Commissioner (OAIC) has ruled that healthcare providers Monash IVF and Medmate breached privacy laws by using third-party tracking pixels to collect sensitive health data for ad retargeting. The regulator clarified that behavioral signals like page views, cart activity, and form submissions constitute sensitive information if used to identify users, setting a significant regulatory precedent for the broader ad-tech ecosystem.
Nielsen reports that streaming accounted for 43.8% of U.S. TV time by March 2025, with increasing marketer plans to shift spend toward CTV. To address measurement fragmentation, the company has expanded its Ad Intel service to include cross-channel measurement across 20 platforms.
Yospace reported processing 11.6 billion one-to-one addressable advertisements in a single month, marking a 35% year-over-year increase. The company cites consistent ad loads and rising CTV viewership as primary drivers, and is scaling infrastructure in anticipation of the 2026 FIFA World Cup.
Publica has implemented a mediafile hashing system designed to deduplicate advertisements across its server-side ad insertion and header bidding auction platform. By assigning unique IDs to media files, the tool aims to prevent repetitive ad delivery during connected TV ad breaks, addressing limitations in current metadata-based deduplication methods.
Publica details the technical operational challenges of implementing programmatic ad insertion within live connected TV environments. The post outlines the company's strategies for pod management, minimizing auction latency, and maintaining stable traffic loads during live events.
Publica’s blog post discusses how data-driven experimentation and audience segmentation are evolving the ad-supported streaming experience in CTV. The article highlights the necessity for publishers to adopt sophisticated measurement tools and new ad formats to balance user experience and monetization.
This article outlines the technical workflows required for effective ad pod management in live, ad-supported OTT environments. It details the necessity of server-side processes such as inventory splitting, programmatic transcoding, and creative deduplication to ensure seamless viewer experiences.
This article by ad-tech vendor Publica explains the role of OpenRTB in connected TV (CTV) advertising, highlighting its role in improving eCPMs through dynamic bidding and reducing latency compared to traditional tag-based integrations. It encourages technical and business teams to standardize server-to-server communication using the IAB's OpenRTB 2.5 protocol.
CTV ad tech company Publica has launched Live Logs, a new feature providing streaming publishers with real-time, log-level analytics from their unified programmatic auctions. The tool is designed to support demand path optimization and inventory valuation by increasing transparency into bidder behavior and ad pod performance.
Publica outlines how CTV publishers are adopting demand path optimization (DPO) techniques to increase yield and transparency within unified auctions. As supply path optimization (SPO) becomes prevalent among media buyers, the vendor suggests using tools like its Live Logs to monitor demand patterns.
Executives from Publica, Philo, and Index Exchange discussed the challenges of standardizing CTV ad experience to match linear ad-pod controls. The panel emphasized the need for more granular bid request data and the industry-wide move toward unified auctions to replace fragmented ad-waterfall configurations.
Publica is expanding its partnership with LiveRamp to integrate people-based identity solutions into the Publica ad platform. This integration enables CTV publishers to improve audience targeting and frequency management within programmatic OpenRTB bid requests.
Publica explains the utility of the IAB Tech Lab's app-ads.txt framework for Connected TV (CTV) to prevent ad fraud and inventory spoofing. The article highlights industry adoption statistics among top Roku and Fire TV apps and provides a guide for CTV publishers to implement the standard.
This article discusses the state of CTV targeting as privacy regulations impact traditional digital identifiers like third-party cookies. It outlines how CTV publishers can utilize first-party data, ad-podding technology, and contextual data to improve monetization in programmatic environments.
Publica, a CTV ad tech platform, has launched Elea AI, a machine learning tool that identifies brand logos in video ads to improve ad deduplication and frequency capping. The technology addresses gaps in bid request metadata, aiming to help publishers standardize ad-break construction and mitigate negative viewer experiences caused by repetitive ads.
Magnite has partnered with Viasat Aviation to enable programmatic advertising across in-flight Wi-Fi and entertainment platforms on over 4,000 aircraft. The collaboration intends to integrate this new inventory into Magnite's Orchestration platform to allow automated programmatic buying across premium, high-attention environments.
Integral Ad Science (IAS) has acquired Publica, an ad-tech company specializing in CTV-focused monetization tools for $220 million. The deal integrates Publica's SSAI, header bidding, and ad pod automation technologies into IAS's programmatic verification and measurement suite.
Publica's post details the technical challenges streaming publishers face when integrating programmatic ad auctions into server-side ad insertion (SSAI) workflows. The company identifies infrastructure gaps in managing frequency and ad separation as key drivers for poor viewer experience and reduced advertiser demand.
Perion’s Todd Cohen outlines seven structural issues within the CTV advertising ecosystem, including lack of transparency and reliance on vanity metrics like video completion rates. He argues for an industry-wide transition toward outcome-driven buying that utilizes granular performance data and real-time dashboard analytics.
Omnicom Media and Disney Advertising have launched a CTV advertising solution, supported by Innovid, to enable sequential ad storytelling and improve frequency management. The platform uses audience identity verification and AI-driven content analysis to deliver personalized creative sequences across VOD and live streaming experiences.
Publica has launched its Contextual Segment Manager, a tool designed to allow CTV publishers to attach content metadata to programmatic deals using deal IDs. The platform integrates with third-party providers such as IRIS.TV, GumGum, and KERV to enable contextual targeting as an alternative to device-ID-based advertising.
Hearst Television has partnered with Publica to integrate server-side ad insertion and unified auction services into its CTV advertising workflow. The implementation aims to improve ad pod management, competitive separation, and yield optimization by mirroring linear TV buying controls.
IRIS.TV has partnered with Publica to integrate its video-level contextual data platform into the Publica CTV Ad Server. This integration allows publishers and linear buyers to perform direct ad targeting and forecasting based on specific content data.
Comscore has integrated its Proximic audience segments into the Amazon DSP to enable ID-free, contextual targeting on CTV and web video inventory. The capability is intended to help advertisers maintain addressability while addressing identity gaps in premium video environments.
Executives from Publica, Rakuten Advertising, Warner Bros. Discovery, and PubMatic discussed challenges in CTV measurement and ad inventory scaling at the Connected TV World Summit. The panel emphasized the need for cross-platform industry collaboration and the importance of replicating linear-style ad pods to maintain advertising standards in streaming environments.
Executives from Publica, Discovery, and Matterkind met at Exchange Wire ATS London to discuss CTV advertising challenges, specifically frequency capping and ad experience. The panel addressed the need for improved technical connectivity and measurement between ad servers and demand-side platforms to resolve user-experience issues.
A research report by Appcharge and GDC indicates that the direct-to-consumer (DTC) mobile gaming market reached $17 billion in 2026. The findings signal a growing industry trend toward alternative billing models as publishers seek to bypass app store fees and improve user data ownership.
Clearcast is expanding its ad pre-clearance services into digital media to address the disparity between broadcast and non-broadcast regulatory standards. The company is partnering with Northell to implement AI-driven technology to scale these compliance and brand safety checks across digital advertising channels.
At Cannes Lions 2026, Omnicom Media Group announced partnerships with Netflix, Disney, Paramount, and NBCUniversal to personalize streaming ad creative using clean room data. The initiative leverages Acxiom infrastructure for cross-publisher measurement, addressing advertiser frustration with repetitive ad experiences on CTV.
