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.
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.
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.
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.
PwC forecast projects global E&M revenues to reach $4.2T by 2030, with AI-powered ads eclipsing consumer spending in 2026. Advertising is the fastest-growing segment at 5.6% CAGR, while OTT revenue shows 6.1% CAGR despite subscription fatigue, driving consolidation and ad-tier expansion, with OTT ad revenue projected to grow at 9.4% CAGR.
This article analyzes the trend of major industry players (e.g., Fox acquiring Roku, Walmart buying Vizio, The Trade Desk launching Ventura OS) consolidating control over TV operating systems to capture viewer data and ad delivery, shifting focus from content to the screen itself.
Publicis Groupe's planned acquisition of ad-tech firm LiveRamp is prompting advertisers and agencies to seek alternative independent data connectivity providers, spurring opportunities for cloud-native identity and activation platforms like Hightouch and MadConnect. Industry executives anticipate a fragmented replacement landscape of interoperable identity graphs, cloud-resident collaboration tools, and possible further M&A.
Omnicom Media and NBCUniversal are co-developing a dynamic contextual advertising solution for CTV that uses NBCU's show metadata at the episode and scene level, paired with Omnicom's audience data, to optimize in-flight creative relevance. The beta product aims to be available in the U.S. by end of 2026.
AdExchanger reports on Google testing 'Strongest match' or 'Strong match' labels on search ads to highlight relevance for high-intent queries, while also noting the growing competition between legacy media and Big Tech for streaming ad revenue and attention. The article covers multiple ad-tech developments, including Google's new search ad labels and a partnership between Albertsons and Criteo for ads within AI shopping bots.
ZeroGPU released specialized small language models for ad tech, focusing on content classification, intent classification, and moderation, aiming to reduce costs compared to general-purpose LLMs. AI monetization platform Dappier reported a 50% reduction in expenses after transitioning tasks from frontier models to ZeroGPU's CPU-run models, achieving sub-50ms response times.
PubMatic has launched a Creator Marketplace to provide independent creator media companies with access to programmatic and agentic AI advertising demand. The platform features MeatEater as its inaugural launch partner and utilizes FreeWheel's infrastructure to integrate creator inventory into programmatic CTV auctions.
Samsung Ads has partnered with ad-tech provider Publica to manage programmatic unified auctions and server-side ad insertion (SSAI) on its Samsung TV Plus service. The integration implements advanced ad pod decisioning and competitive separation tools designed to align CTV advertising more closely with linear TV standards.
Spanish broadcaster Atresmedia has partnered with Publica to integrate a unified auction solution for its CTV advertising inventory. The solution leverages server-side ad insertion and advanced pod decisioning to enable linear-style controls for programmatic advertisers.
Publica has unveiled an A/B testing tool designed for connected TV (CTV) publishers to improve ad yield. The tool enables testing of specific bidder parameters including bid floors, ad durations, and podded requests compatible with OpenRTB 2.6.
Publica, a CTV ad server acquired by Integral Ad Science, has appointed Steph Miller as its new commercial director for EMEA to lead international market expansion. The company also introduced Platform Connect, a tool that allows streaming publishers to manage and scale audience extension strategies using their existing ad server infrastructure.
Comcast has expanded its Universal Ads self-service platform into the UK, allowing small and medium-sized businesses to purchase premium TV ad inventory across Sky, ITV, and Channel 4. The platform uses an API-first approach and integrated pixel-based measurement tools to bridge the gap between traditional broadcast advertising and social-style digital workflows.
Xumo has expanded its contextual advertising capabilities through new integrations with Gracenote and IRIS.TV. The partnership combines Gracenote’s content metadata with IRIS.TV’s AI-powered frame-by-frame analysis to improve programmatic ad targeting and brand suitability across Xumo's FAST inventory.
DoubleVerify has identified a network of over 200 AI-generated websites that mimic reputable publishers to siphon ad spend through programmatic channels. In response, the company has updated its ad-verification platform with new AI-based avoidance technology to help advertisers block these specific automated inventory sources.
DoubleVerify has launched two new automated brand-safety categories: a 'Highly Illicit: Do Not Monetize' filter for content flagged by experts like NCMEC, and a 'P2P Sharing and Streaming' avoidance tool. These features are designed to help advertisers block ad delivery on high-risk domains and P2P platforms that may host illegal content.
DoubleVerify has introduced Profile Feed exclusion lists for TikTok's owned inventory and is expanding its post-bid ad verification services to the TikTok Pangle ad network. These tools are designed to provide advertisers with increased brand suitability and viewability measurement across TikTok's mobile-first video ecosystem.
DoubleVerify has launched 'DV Authentic AdVantage,' an automated pre-bid solution for walled garden video environments. The tool utilizes automated daily updates to manage brand suitability inclusion and exclusion lists, which the company reports reduces campaign activation time by 90%.
DoubleVerify has identified a sophisticated iOS ad fraud scheme dubbed 'SkyWalk' that uses a framework called UniSkyWalking to load hidden websites within mobile games. The scheme circumvents Open Measurement SDK detection by misrepresenting in-app traffic as web traffic to generate fraudulent ad impressions.
DoubleVerify has introduced three AI-powered suitability categories—Sensitive Breaking News, Current Events, and Opinion & Editorial—designed to help advertisers target news inventory more effectively. The company claims these tools can reduce news blocklisting by up to 42% for advertising clients.
DoubleVerify has introduced a new suite of AI verification tools, Agent ID Measurement and AI SlopStopper, designed to identify and block synthetic traffic from AI bots. The company claims these bots account for up to 15% of ad clicks in unprotected media, which can distort engagement metrics and inflate costs.
A federal judge in California has ruled that ad tech company PubMatic must face a class-action lawsuit alleging that it illegally collected and shared consumer browsing data for ad-targeting purposes. The court rejected PubMatic's argument that its tracking and data-compilation practices constitute routine commercial behavior.
Warner Bros. Discovery has partnered with AWS to implement agentic AI across its advertising infrastructure. The initiative aims to unify linear and digital ad operations into a single platform capable of autonomous forecasting, real-time optimization, and cross-platform campaign measurement.
Teads has launched CTV Ensemble, an advertising suite designed to unify home screen and in-stream video inventory into a single workflow for cross-screen performance campaigns. The suite incorporates creative optimization, program-level targeting, and attention measurement tools from partners including Lumen and TVision to drive measurable, lower-funnel outcomes on connected TV.
DirecTV executive Matthew Van Houten discusses the push for industry-wide standardization of native CTV ad formats and the adoption of conversion APIs for better performance measurement. The company is actively integrating server-to-server data solutions and AI-driven infrastructure to bridge the gap between television and performance-oriented digital advertising.
Instagram is testing a new horizontal video format for its smart TV applications, beginning with Samsung devices and expanding to Fire TV and Google TV. This initiative seeks to increase long-form content engagement and allow the platform to compete more effectively for connected TV (CTV) advertising revenue.
James Varndell · Bitmovin
