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.
The article discusses the media investment choices Indian brands will face in 2026, specifically contrasting Connected TV (CTV) and mobile advertising. It focuses on the strategic decision of where to allocate ad spends as CTV gains momentum while mobile retains its dominance in India.
PubMatic Inc, an ad-tech firm, is focusing on its connected TV (CTV) initiatives, particularly in Japan. This comes as investors monitor the performance of its sell-side platform.
Samsung Ads Southeast Asia has partnered with global data technology company Eyeota to overlay viewership insights. This collaboration will enhance targeted advertising capabilities for Samsung Ads in the Southeast Asian market.
Bell Media has entered into a strategic agreement with TELUS to extend its Connected TV live advertising capabilities into Western Canada. This expansion will activate new advertising inventory across CTV platforms.
German industry association VAUNET warns of increasing dominance by "Big Tech" companies in the German advertising market across TV, video streaming, and audio media. VAUNET forecasts a 4.3% growth in advertising revenue in these sectors, reaching €6.55 billion, but highlights concerns over market concentration. The report emphasizes the growing influence of major tech firms in the regional ad market.
Browsi and Intimate Merger have partnered to provide cookieless open web ad intelligence, audience analysis, and retargeting services. This collaboration aims to assist Japanese advertisers in their advertising efforts. The new offering focuses on enhancing ad delivery and targeting without relying on traditional cookies.
Travis O'Neil, GumGum's VP of product, discussed the company's 'Mindset Graph' technology with ExchangeWire. The Mindset Graph aims to enhance advertising relevancy through contextual understanding.
LinkedIn has expanded its partnership with DoubleVerify to provide post-bid assurance for advertisers. This collaboration aims to offer brands greater insight into where and how their ads are delivered on the platform.
Global podcast revenue has risen to $9.2 billion. The growth is attributed to more than just advertising.
The Times (UK) is utilizing AI-generated audiences to enhance its media planning and advertising strategies, moving beyond traditional audience research methods. This approach aims to provide advertisers with more precise targeting capabilities by understanding user behavior and content consumption patterns through AI. The initiative focuses on improving the effectiveness and efficiency of ad campaigns by leveraging advanced analytics.
X (formerly Twitter) has launched Creator Connect, an AI-powered platform designed to facilitate partnerships between brands and content creators. The platform leverages artificial intelligence to match brands with suitable creators for advertising campaigns.
The article discusses how ad-supported streaming accounts for 57% of SVOD additions and examines the evolving landscape of sports broadcasting. It highlights the impact of NFL rights costs, ESPN's direct-to-consumer launch, and an FCC inquiry on this sector.
Netflix is set to introduce its advertising-supported tier to Denmark, Norway, and Sweden, among other markets, in 2027. This expansion follows reported price increases for existing Netflix services in these same Nordic countries.
DoubleVerify has expanded its integration with LinkedIn to provide global post-bid measurement across the LinkedIn Audience Network. This enhancement aims to give advertisers increased visibility into their campaigns on the platform.
According to eMarketer, a lack of show-level data is preventing advertisers from shifting more linear TV budgets to Connected TV (CTV). The article states that 86% of media planners desire better targeting capabilities based on specific show content, indicating a significant data gap in the CTV advertising ecosystem.
AI-personalized streaming ads are currently transforming connected television marketing, evolving traditional video commercials into interactive, behavior-driven experiences. The article states that this technology is already being implemented.
The article from Wurl highlights Kantar's views on how contextual targeting can enhance authenticity and improve outcomes for Connected TV (CTV) advertisers. It suggests that emotion-driven advertising, when delivered within relevant contexts, is effective on streaming television platforms.
LinkedIn is expanding its professional advertising solutions to Connected TV (CTV). The platform detailed the engineering work required to integrate its ad services with streaming platforms. This move aims to bring LinkedIn's targeted advertising capabilities to a new inventory source.
Omdia forecasts that global connected TV (CTV) advertising revenue will nearly double within the next five years. The report specifically projects that Google, Amazon, and Netflix are expected to control half of this market by 2030.
This article from the AWS for M&E Blog details how users can monetize their live streams by utilizing Amazon IVS Server-Side Ad Insertion (SSAI). It focuses on the technical capability to insert ads into live video. The post serves as a guide for implementing this monetization feature.
Fuse Media has selected iSpot as its official measurement provider for CTV and FAST ad inventory. This partnership aims to provide outcomes-based attribution for Fuse Media's ad campaigns, reaching an audience of 84 million monthly viewers.
A study indicates that 80% of marketers cannot connect ad exposure to actual purchases in real-time. This limitation hinders their ability to optimize campaigns effectively, despite significant technological investments over the years.
A study by MediaScience found that four different AI labeling approaches did not negatively impact video ad performance. This research comes as governments and platforms are beginning to implement disclosure requirements for AI-generated content. The study's findings suggest that AI labeling does not deter consumers from engaging with video advertisements.
Fuse Media has selected iSpot as its official measurement provider for FAST and CTV inventory. This agreement will enable the Latino-owned media company to offer advertisers outcomes-based campaign measurement at scale.
A survey conducted by CTV advertising platform JamLoop found a shift in marketing budget allocation towards premium live event CTV. The survey of 120 brand and agency marketing leaders indicated an increased focus on the performance capabilities and measurable outcomes of live event CTV advertising.
The article suggests that media companies are failing to fully monetize their premium content through integrated commerce, urging them to build commerce directly into their content to gain a competitive advantage. It posits that if media companies do not act, other entities will monetize their content on their behalf.
The article discusses the critical importance of addressing 'last-mile' ad compliance challenges in streaming, where errors often occur just as an ad reaches the viewer. It highlights that tackling these issues is essential for brands, agencies, and platforms to maximize streaming advertising value and revenue. The focus is on the vulnerable final stage of ad delivery impacting compliance and monetization.
Dr. Augustine Fou, an ad fraud measurement expert, explains the complexities of ad fraud within the digital advertising ecosystem, highlighting how fake websites and bot traffic generate fraudulent ad revenue, particularly in programmatic advertising. He details that AI's impact on ad fraud is incremental, primarily aiding in faster content generation for 'made for advertising' (MFA) sites rather than fundamentally altering the nature of fraud. Fou advises marketers to maintain independent measurement tools and not rely solely on platform reports to detect discrepancies and minimize losses to ad fraud.
Google announced several AI-powered advertising updates at its I/O 2026 conference, focusing on integrating AI into ad insights, campaign optimization, and new ad types. Key updates include tools to track brand mentions in AI responses, integrate Meridian insights into Google Analytics 360, and new ad formats for AI-generated search results, alongside enhancements for YouTube promotions. These changes aim to leverage AI to provide marketers with better targeting and optimization capabilities across Google's platforms.
VAUNET, the German Media Association, forecasts a 4.3% growth in advertising revenues from TV, video streaming, and audio media in Germany for 2026. This growth prediction highlights the increasing importance of these digital platforms in the German advertising market.
Vevo has expanded its partnership with advertising intelligence provider DISQO, naming DISQO as its preferred brand outcomes measurement partner in the US. This collaboration aims to enhance Vevo's ability to measure the effectiveness of its advertising campaigns.
Brands are advised to move away from direct, high-pressure sales tactics on TikTok in favor of native, user-generated content (UGC) style storytelling to achieve better engagement and return on investment. TikTok's own creative guidance and data suggest that authentic, creator-led content, amplified through paid distribution, outperforms hard-sell approaches by retaining audience attention and trust.
PwC's Global Entertainment & Media Outlook 2025-2029 forecasts the US OTT market will grow at a 5.9% CAGR from US$61.9 billion in 2024 to US$112.7 billion by 2029, maintaining its position as the world's largest OTT market. The report also projects strong growth for the US internet advertising market at an 8.5% CAGR to reach US$389.1 billion by 2029, with connected TV (CTV) advertising outpacing overall growth, and highlights AI's increasing impact on various E&M sectors.
OpenAI has begun testing ads in ChatGPT for users on the Free and Go plans in the US, Australia, New Zealand, and Canada. Ads, which will not influence ChatGPT's answers and appear below responses, are contextually matched to chat threads and can be personalized based on user settings, with paid tiers remaining ad-free.
Transmit.Live highlights its platform for live media monetization, leveraging AI (MomentAI) to detect high-impact moments in live content and automate ad insertion. The platform offers proprietary in-stream ad formats, an agentic marketplace for real-time ad negotiations, and tools to extend ad inventory beyond original stream viewers, aiming to increase revenue for live publishers, particularly in sports.
Hotstar has launched a self-serve advertising platform for the Indian market, enabling advertisers to plan, buy, and measure campaigns on its streaming service. The platform offers capabilities like audience targeting with over 1000 cohorts, campaign creation tools, budget control starting at ₹50,000, and comprehensive reporting.
Dr. Augustine Fou explains how Artificial Intelligence is contributing to the industrial-scale expansion of ad fraud, detailing practices like fabricated performance metrics and spoofed supply paths. The discussion highlights how current ad systems allow significant 'take rates' and markups, resulting in publishers receiving a fraction of the advertiser's bid. Fou suggests that increasing bids often benefits intermediaries rather than improving inventory quality.
Looper Insights published an article detailing its 'Who Holds The Power in Sports Rights in 2026' report, based on a survey of 52 senior executives from leagues, broadcasters, streaming services, and distribution partners. The report analyzes how negotiating leverage, deal architecture, and direct-to-consumer ambitions are expected to evolve in the upcoming sports rights cycle. Key questions addressed include the future of negotiating power, market fragmentation, rights fee growth, and the extent of direct-to-consumer strategies by rights holders.
Chalice AI, an AI media decisioning company, announced a partnership with Equativ, an independent media platform, to integrate Chalice AI's containerized AI technology into Equativ's programmatic advertising stack. This collaboration aims to provide enhanced AI-driven ad curation and activation capabilities across the open internet, including CTV and video.
MINT Square, a programmatic advertising specialist, has partnered with the Alliance of Media Independents (AMI) to make programmatic advertising more accessible to independent agencies in the UK. This collaboration aims to provide AMI's member agencies with greater access to MINT Square's programmatic capabilities and expertise.
Publicis Groupe's acquisition of data software company LiveRamp is anticipated to revitalize mergers and acquisitions activity within the ad tech sector, following a slow first quarter. This deal is specifically noted for its potential impact on the competitive landscape.
Media agencies are adapting their ad tech strategies by moving closer to supply-side platforms, a shift driven by the potential of AI to alter traditional business models. This change is reshaping how programmatic advertising operates within the industry, as agencies seek more direct access and control over ad inventory.
This article discusses three distinct trends: PubMatic's analysis on the impact of small and medium-sized enterprise (SME) budgets, the increasing share of digital video in US TV and video ad spend, and the growing adoption of AI video tools by brands.
ITV has officially launched its live broadcast addressable advertising product, Live Addressable+, following an announcement. The new product is currently undergoing a beta trial in partnership with Omnicom.
DSPolitical and FreeWheel have formed a partnership to enable political campaigns to target voters with more precision via connected TV (CTV) advertisements. This alliance aims to provide campaigns with enhanced targeting capabilities for their political messaging.
Omdia projects that global Connected TV (CTV) ad revenue will reach $81 billion by 2030. The research firm also forecasts that Amazon, Netflix, and Google will collectively capture half of this CTV ad market.
Netflix's 2026 Upfront focused on the growth of its advertising business, announcing expansion of its ad-supported plan to 15 new countries starting in 2027 and reaching over 250 million global monthly active viewers. The company detailed enhancements to its Netflix Ads Suite, including new planning tools, expanded programmatic capabilities for pause ads and live content, and broader adoption of AI for media planning, ad optimization, and personalized ad loads. Netflix also unveiled its content slate for 2026 and beyond, including new series, films, and expanded live sports offerings like the NFL.
Hershey's Reese's brand executed an interactive advertising campaign on Roku, leveraging Instacart targeting to drive new buyers and snack purchases. This initiative highlights innovative consumer packaged goods (CPG) marketing in the streaming video advertising space.
Global, a media and entertainment group, announced its plan to directly sell premium advertising across its YouTube content network. This move aims to monetize its expanding presence on the platform.
Publicis Groupe acquired LiveRamp for $2.5 billion in an all-cash deal, paying a 29.8% premium. This acquisition integrates LiveRamp's RampID and clean room network into Publicis's existing ad tech ecosystem, affecting the identity and activation infrastructure for programmatic advertising, and prompting other holding companies to re-evaluate their identity strategies.
