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.
This article discusses the current landscape and future of ad insertion technology in streaming, highlighting the shift from client-side ad insertion (CSAI) to server-side ad insertion (SSAI). It details the benefits and challenges of SSAI, including improved user experience, ad blocking circumvention, and the complexities of personalization and measurement. The piece also touches on emerging hybrid models and the role of unified communication between content and ad servers.
AI Digital announced the launch of its AI Creative Studio, a new tool designed to enhance programmatic advertising performance by streamlining creative production, enabling dynamic messaging, and optimizing campaigns based on real-time data and AI recommendations. The studio aims to address challenges in creating personalized ads at scale within programmatic advertising by leveraging AI content generation capabilities. This product facilitates the creation of personalized creative versions for various audience segments with reduced time and effort.
This article discusses the convergence of Connected TV (CTV) and identity resolution to address evolving measurement challenges in advertising. It highlights the shift from device-level reporting to audience-level understanding, emphasizing the importance of household-level marketing and audience quality over raw reach for advertisers. fullthrottle.ai is positioned as a provider of a unified environment for audience intelligence, omnichannel activation, and outcome-based reporting.
BFSI (banking and financial services) brands demonstrated the strongest viewer recall efficiency during IPL 2026 on Connected TV, according to a ChromeDM report. Despite a smaller impression share, BFSI advertisers achieved a Recall Efficiency Index of 1.44x, outperforming other sectors like FMCG and e-commerce. IDFC First Bank specifically led in recall efficiency among individual brands, with Angel One securing the highest overall visibility.
Wurl published an article discussing the role of contextual advertising in helping brands understand the environment surrounding their ads in CTV. The piece features insights from Peer39 on this advertising technology.
A study by DoubleVerify indicates that YouTube leads global streaming ad growth, with 70% of advertisers increasing their investment in the platform over the past year. Netflix also saw significant growth, with 65% of advertisers increasing their spending on the service during the same period.
Globo will detail its best practices for live streaming ad insertion during the 2026 World Cup, focusing on addressing latency issues for high-concurrency events. The Brazilian broadcaster plans to implement solutions at scale for both live streams and OTA broadcasts, incorporating AI for hyper-personalized ad decisioning. These strategies will be presented at Streaming Media Connect 2026.
This article discusses how AI can be leveraged in ad insertion workflows for live sports streams. The presented content, from Streaming Media Connect 2026, highlights the challenges of scaling ad insertion due to high concurrent viewership during tentpole live streams and the need to avoid adding latency. AI is identified as a solution to improve response times, enhance decision-making, and prevent system overload in the ad supply chain, particularly for programmatic ads.
A study by DoubleVerify indicates that YouTube is a primary driver of streaming ad investment growth, as the global media landscape continues to be reshaped by streaming TV. The research highlights 유튜브's leading position within the evolving streaming advertising market.
TripleLift is expanding its measurement capabilities with five new strategic partnerships. The company is collaborating with Attain, Circana, DISQO, Samba TV, and The GoodNet to enhance advertiser success.
BUNTIN and CFP Board utilized Magnite's high-impact ad formats, specifically tiles and pause ads, across premium publishers. This collaboration aimed to enhance financial messaging through these advertising solutions.
A CSC report indicates a significant increase in FIFA-themed domain registrations, with scammers attempting to exploit the upcoming 2026 World Cup. This surge in fraudulent activity aims to target consumers through phishing, fake ticketing, and counterfeit merchandise. The report highlights the need for increased vigilance against ad fraud and other malicious campaigns associated with major global events.
Roku Advertising provides a strategy focusing on integrating major TV moments with everyday viewing habits to enhance audience reach and engagement for brands. This approach aims to maximize advertising effectiveness on the Roku platform.
Adtelligent published an article outlining the nine essential features every modern ad server should possess in 2026. These features include real-time reporting, targeting capabilities, scalability, automation, and programmatic integrations.
Measured, a media measurement provider, has launched a new MCP integration that enables brands to utilize AI platforms to query their media performance data. This tool allows marketers to interact with their incrementality data using conversational AI. The new offering focuses on enhancing how brands access and understand media measurement insights.
The article explains a framework for customizing ad workflows and provides an end-to-end example that utilizes LiveRamp identity enrichment. The focus is on AWS Elemental MediaTailor Monetization Functions to enhance advertising capabilities.
YouTube has updated its support documentation regarding ad blockers, stating that blocking ads violates its Terms of Service. The platform warns that continued use of ad blockers may result in blocked video playback and instructs users on how to disable common ad blockers or sign up for YouTube Premium for an ad-free experience.
The Trade Desk has experienced a significant decline, with its stock dropping approximately 70% over the past year. This downturn is attributed to strained relationships with ad agencies, executive departures, and increased competition from dominant players like Google and Amazon in the digital advertising market. The company, once a fast-growing challenger, now faces challenges in the evolving multibillion-dollar digital ad industry.
The article outlines seven emerging trends expected to reshape website visitor identification by 2026, driven by the decline of third-party cookies and advancements in AI. These trends include cookieless tracking, identity graphs as core infrastructure, person-level resolution, and AI-driven intent scoring, all aimed at enabling real-time, multi-channel activation and automated outreach. The global visitor identification software market is projected to grow from nearly $2.85 billion in 2025 to over $7.8 billion by 2035, with AI integration and personalization as key drivers.
Meta has officially launched paid subscription plans for Instagram, Facebook, and WhatsApp globally. The company is also testing new generative AI tools, creator monetization features, and business-focused offerings under its 'Meta One' subscription brand.
DoubleVerify has introduced DV Scibids AI™, a new tool designed to optimize social and programmatic ad campaigns. This tool aims to save optimization time while simultaneously boosting campaign ROI.
An Adalytics report highlights how illicit sports livestreaming services, like StreamSports99 and WatchSports, are impacting official TV ratings and ad revenue by distributing high-profile events to hundreds of thousands of devices. The report suggests Super Bowl ratings could be off by as much as 2 million viewers due to these unauthorized streams. This disruption affects advertisers who rely on accurate viewership data.
Bitmovin highlights 'Ad Observability' for streaming video, focusing on real-time, player-native ad analytics. This technology aims to protect streaming revenue across FAST channels, live events, and on-demand content through proactive damage mitigation.
Kevin Krim, CEO of EDO Inc., presented at the POSSIBLE conference on the need for improved TV measurement. He advocated for integrating Maslow's hierarchy principles into measurement and leveraging AI to move beyond basic dashboard reporting. The discussion focused on enhancing the effectiveness of media measurement in the TV industry.
The IAB Tech Lab has issued new guidance for bot management, directing content owners to evaluate the value of different bots. This initiative aims to help content owners determine which bots are beneficial for their operations. The guidance provides a framework for managing bot traffic effectively.
The article discusses the need for a new measurement model in the advertising market, specifically advocating for "agentic measurement" to address issues with current binary measurement methods. It argues that the existing system allows undeserving impressions to claim credit, highlighting the potential for artificial intelligence to reprice the ad market. This new model aims to improve accuracy and fairness in ad attribution.
Brands like Guaraná Antarctica, Ibis, Nutren Senior, Samsung, and Boticário are utilizing "pocket-sized soap operas" as a form of advertising. This strategy targets a global market anticipated to reach $14 billion this year.
Publicit has secured €700K in funding to advance its self-service advertising infrastructure. This platform is designed to assist smaller advertisers in launching and managing omnichannel programmatic campaigns. The funding aims to help reinvent programmatic advertising.
Nexxen has launched a new capability to programmatically activate native Smart TV home screen advertising across the Asia Pacific (APAC) region. This offering allows advertisers to reach audiences through native ad placements on Smart TV interfaces. Nexxen describes this as a "first-to-market" programmatic solution for the APAC region.
AI Digital has launched AI Creative Studio, a creative production unit focused on solving challenges in programmatic advertising through artificial intelligence. The studio aims to enhance efficiency and effectiveness in ad creation and delivery within programmatic channels.
Nexxen, an advertising technology platform, has launched a new capability to programmatically activate native Smart TV home screen advertising in the Asia-Pacific region. This new offering allows advertisers to integrate their campaigns directly into the user interface of Smart TVs. The company states this is a 'first-to-market capability' for programmatic native Smart TV home screen advertising in the APAC market.
Trade Desk CEO Jeff Green indicated that the digital advertising supply chain is undergoing a "cleaning up" process. He noted agencies are facing new questions regarding trust in the ad tech ecosystem. This suggests a focus on transparency and efficiency within programmatic advertising.
The Trade Desk experienced a significant decline in its value, falling approximately 70% from its peak. This downturn is attributed to Amazon's increasing presence in the digital advertising sector and a deterioration of The Trade Desk's relationships with major advertising agencies.
AppLovin Corporation's stock increased by 11.95% after positive coverage highlighted the growth of its AI-driven ad platform. The report suggests the company's advertising technology is gaining traction.
Knower Tech has hired Prebid's Racic to lead its new data curation offering, which is designed for both buy and sell sides within the ad tech industry. This move signals an expansion in Knower Tech's services to include AI-powered data curation.
Ali Manning co-founded Chalice with the aim of creating an ad tech company that prioritizes the advertiser in its optimization strategies. Chalice was established mid-pandemic to build solutions with this focus.
BFSI (Banking, Financial Services, and Insurance) advertisers achieved 1.44x better recall efficiency during IPL 2026 on Connected TV (CTV) despite accounting for only 4.8% of total CTV ad impressions. This data highlights the effectiveness of targeted advertising for certain sectors on CTV platforms during major events.
The article suggests that while CTV spending is currently categorized under brand budgets for many direct-to-consumer (DTC) and omnichannel brands, it should not be viewed solely as brand media. The article's core argument is that CTV serves a broader purpose than traditional brand advertising.
Google is integrating its Display Ads into its AI-powered Demand Gen platform. This move signifies the discontinuation of a long-standing digital advertising model. The new platform leverages artificial intelligence to enhance demand generation efforts.
VDO.AI has launched a new interactive in-app advertising suite. This suite aims to enhance engagement and monetization within mobile applications.
VDO.AI, an advertising technology company, has officially launched its Interactive In-App Advertising Solutions. The new offering aims to strengthen the company's omnichannel ecosystem.
This week's article examines how Amazon's recent actions indicate an increased focus on advertising activities. The piece suggests that Amazon's ad tech playbook is influenced by Google's strategies.
Warner Bros. Discovery has introduced a new dashboard aimed at providing advertisers with real-time campaign controls. This development allows advertisers to monitor and adjust their campaigns during their run, rather than waiting for post-campaign analysis.
This article discusses the limitations of relying solely on 'attention' as a metric for advertising effectiveness, arguing that true effectiveness goes beyond whether an ad was seen. It suggests that factors such as memory, brand engagement, and conversion are more critical for successful ad campaigns. The piece is an industry commentary on evolving ad measurement strategies.
An article from Little Black Book references Google Marketing Live 2026, suggesting a shift towards a more conversational approach. The article abstract indicates an examination of what "mattered most" from the event, focusing on advertising and marketing trends.
The article by Sprout Social explains YouTube Shopping, detailing how content creators can meet eligibility requirements and leverage the feature to boost revenue through selling products. It covers how to convert viewers into customers via the platform's integrated shopping functionalities.
India's Connected TV (CTV) advertising market is experiencing rapid growth. However, programmatic buying on CTV in India continues to face challenges related to measurement, transparency, and other factors as it works to align with global standards.
Universal Ads is developing its targeting and tracking capabilities. The platform needs to address the performance requirements of small and mid-sized advertisers to attract ad dollars from social media.
Sabio, an advertising technology and data company focused on CTV, has introduced its new Household Graph solution in the UK. This offering aims to provide scaled data solutions for advertisers targeting households.
Matt Conlin from Fluent stated that despite post-transaction advertising delivering stronger results than traditional display, the programmatic infrastructure has not adequately evolved to support this performance. The article discusses challenges in the ad tech ecosystem related to effectively leveraging post-transaction ad data within programmatic frameworks.
