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.
Samsung Ads and Playtika reported that a three-month CTV campaign for the mobile game Bingo Blitz achieved a 4x return on ad spend and a 60% reduction in cost per install. The campaign utilized Samsung's AI-powered performance buying tools and audience targeting across its CTV ecosystem to drive lower-funnel results.
Streams Charts has launched Brand Radar, a tool designed to track brand and keyword mentions across Twitch, Kick, and YouTube Gaming chats and bios. The service provides marketers and agencies with automated monitoring and data export capabilities to replace manual stream observation.
Truthset has integrated its Data Rated Audiences with the FreeWheel Identity Network to allow advertisers to apply accuracy grades to demographic segments before activation. The partnership aims to reduce wasted impressions in premium CTV inventory by validating identity records at the resolution stage within FreeWheel's Advertiser Suite.
Nexxen has introduced new standardization tools and a universal creative specification to streamline programmatic ad buying on Smart TV home screens. The platform utilizes AI-assisted resizing to reduce onboarding time for OEM partners like TCL and TiVo by 50%, facilitating easier campaign scaling for advertisers.
A NewsGuard analysis identified programmatic advertisements for Google, Amazon, Yahoo, and Adobe appearing on websites that host healthcare hoaxes and disinformation. The findings highlight ongoing brand safety and transparency challenges within the automated ad-tech ecosystem despite existing quality control assurances.
GrowthLoop has expanded its composable commerce media platform with new integrations for The Trade Desk, Moloco, and Audience Acuity. The solution aims to help retailers manage onsite and offsite ad campaigns and measurement directly within their existing data cloud environments.
The EU AI Act, effective as of August 2, 2026, mandates that advertisers label AI-generated or manipulated content that resembles real entities. This regulation impacts streaming and online video providers by requiring visible disclosures for deepfakes to avoid penalties of up to 3% of global turnover.
A report from Appcharge and the GDC Festival of Gaming indicates that direct-to-consumer payment models provide a 35% median revenue uplift for leading mobile app publishers. The research highlights that while the mobile gaming DTC market has reached $17 billion, many non-gaming subscription apps are currently under-prepared to transition away from traditional app store billing.
Hoppr has entered a commercial partnership with Australian platform Fetch TV to integrate its audience and behavioral intelligence into Fetch's advertising proposition. The collaboration aims to improve campaign ROI and targeting confidence for brands across Fetch's 650,000 subscribing households.
A report from Insightrackr and Mintegral indicates that global non-gaming app downloads grew 16.6% in H1 2026, with short drama apps surging 95.5% year-over-year. The data highlights a shift toward hybrid monetization models and high-density video advertising, particularly within emerging markets.
Paul Evans, founder of V2RSION, discusses the necessity of strategic positioning for B2B ad tech firms in an era dominated by AI-driven content and discovery. He argues that companies must differentiate themselves through clear business strategy rather than relying on homogenized AI-generated messaging.
This article provides a historical analysis of the Adometry attribution platform, tracing its evolution from a click-fraud auditor to a Google-acquired measurement tool. It details the transition from user-level fractional attribution to modern aggregate marketing mix modeling, culminating in the 2026 integration of the Meridian framework into Google Analytics 360.
Screencore has launched a new supply-side platform (SSP) designed to support CTV, video, and mobile inventory through Prebid, SDK, and API integrations. The platform features AI-powered yield optimization and transparent auction mechanics to assist publishers in managing inventory across 160 global markets.
Billo data indicates that Meta ad competition increases by 40% and CPMs rise by 18% between August and the November holiday peak. The company recommends that brands test creator-led social video variants in August to optimize ad performance and avoid high auction costs during Q4.
Uber Advertising head Corey Rados discusses the company's strategy to leverage real-world intent signals from 40 million daily trips to create commerce media opportunities. The approach focuses on integrating in-app advertising with physical experiences to drive measurable brand impact across the funnel.
Nielsen is updating its Big Data + Panel measurement currency by integrating new demographic data for Spanish-language audiences and expanding the use of wearable device inputs to improve co-viewing accuracy. The company is also accelerating the integration of ARF DASH TV Universe Study data to address publisher concerns regarding data lag and streaming viewership discrepancies.
Horizon Media President Bob Lord discusses the shift toward performance-based compensation models and the role of AI in increasing transparency within media supply chains. Lord advocates for open-source technology and data transparency to move agencies from cost-efficiency models to growth-partnership roles.
TripleLift has launched TL Spark, an orchestration layer designed to integrate curation, creative, and measurement on the sell-side of the programmatic advertising chain. The platform aims to align supply, audience, and creative before bid placement, while the company continues to expand its native ad formats into connected TV environments.
Sovrn has transitioned its Ad Management service from a revenue-share model to a flat software fee, a move the company claims saves publishers an average of 48% on ad tech fees. The company also recently expanded its affiliate infrastructure with the Commerce Bid Check API and integrated with AWS RTB Fabric to support its programmatic bidding operations across 80,000 websites and CTV channels.
Shinka CEO Kieran Greene argues that programmatic CTV publishers lose 20% to 40% of potential revenue due to inefficient bid request formatting and missing signal enrichment. The company offers an agnostic mediation layer designed to standardize and enrich bid requests across various ad servers and demand sources to improve bid density and CPMs.
A market research report projects the global AdTech market to grow from $576.86 billion in 2025 to $2.14 trillion by 2035, driven by AI adoption and programmatic advertising. The report highlights the increasing dominance of connected TV and digital video as key growth drivers for the streaming industry.
Executives from Sinclair and Fox Television Stations will participate in a panel at the upcoming NAB Show New York to discuss strategies for aligning business protocols and technologies to improve programmatic and addressable advertising workflows. The session aims to address how local broadcasters can capture revenue from CTV and digital platforms while maintaining rate integrity.
IAB Tech Lab EVP Shailley Singh has issued a clarification regarding the scope of the Agentic Ad Management Protocols (AAMP), emphasizing that the framework covers the entire advertising transaction lifecycle rather than just the impression layer. The article addresses common misconceptions by detailing how AAMP integrates with existing standards like OpenRTB 2.6 and OpenDirect to support diverse ad-buying workflows.
Microsoft Advertising has launched AI Max globally, integrating query expansion, automated ad copy, and URL routing into a single campaign toggle. The rollout includes brand safety controls and reporting features at launch, distinguishing it from competitor implementations that introduced these safeguards retrospectively.
OpenAI is expanding its ChatGPT Ads platform to 31 European markets, following a U.S. pilot. The platform, which is limited to free and low-cost subscription tiers, now includes conversion optimization, geo-targeting, and third-party measurement integrations.
DeepIntent has integrated Vistar Media's digital out-of-home and point-of-care inventory into its healthcare-specific demand-side platform. The partnership allows pharmaceutical marketers to manage DOOH campaigns alongside streaming TV and audio within a unified workflow, utilizing DeepIntent's patient-audience targeting and performance measurement frameworks.
CTV platforms like Roku and Viant are actively targeting advertising budgets traditionally allocated to search and social media. Industry analysts and platform executives are debating the efficacy of this shift, citing CTV's potential as a brand-safe environment compared to generative AI-impacted digital channels.
Cineverse has launched Vaudio, a technology platform that converts podcast and streaming audio advertisements into visual creative for connected TV (CTV) inventory. The product, which leverages technology from Cineverse's $40 million acquisition of IndiCue, aims to capture a portion of the podcast ad market by enabling audio-first campaigns to run on CTV screens.
YouTube currently captures 28% of streaming TV viewing time but only 12% of TV advertising share, highlighting a significant gap in monetization compared to traditional linear television. Analysts attribute this discrepancy to institutional resistance from advertisers who do not yet classify user-generated content as premium TV inventory.
Several advertising software companies, including DoubleVerify, PubMatic, The Trade Desk, AppLovin, and LiveRamp, reported mixed Q2 financial results. While PubMatic outperformed revenue expectations, other firms in the sector faced challenges with guidance or missed analyst estimates, reflecting broader market volatility in digital advertising technology.
A report from tvScientific and Pinterest indicates that 54% of U.S. marketers plan to invest in performance-based connected TV (CTV) for the upcoming holiday season. The findings highlight a shift toward earlier campaign launches and the integration of AI for creative optimization and audience targeting to drive measurable business outcomes.
Law firm Keller Postman has launched a mass arbitration campaign against Google, representing thousands of advertisers seeking damages for alleged overcharges following federal antitrust rulings. The firm estimates total advertiser overpayments at approximately $218 billion across Google's search and display ad tech stack.
Mutinex President Mike Finnerty discusses the need for advertisers to shift from platform-reported metrics to incrementality-focused measurement. The company advocates for using agentic AI to provide independent, P&L-aligned data that connects automated media buying to actual business outcomes.
Covatic has launched Smart Campaigns, an AI-driven engine designed to allow publishers to optimize live ad targeting in real-time based on attribution data. The tool integrates with major ad servers including Google Ad Manager and FreeWheel to provide actionable audience segment recommendations for manual review by operations teams.
Major advertising platforms including Google, Meta, and The Trade Desk are shifting campaign-level controls toward automated, AI-driven models. This transition reduces manual granular management in favor of algorithmic budget and targeting distribution, impacting how advertisers interact with platform APIs and ad-tech infrastructure.
Teads has secured a multi-year exclusive agreement with smart TV OS V (formerly VIDAA) for a 10-day home screen advertising takeover during the Black Friday and Cyber Monday period through 2028. The deal introduces new hardware-level targeting capabilities based on screen size and room placement across approximately 30 global markets.
ITN has expanded its NXTv programmatic hub by integrating Comscore audience data, with Dentsu and Magnite ClearLine serving as launch partners. The development highlights the industry's shift toward agentic AI buying agents and the increasing pressure on local linear TV to structure relationship-based value for automated procurement.
A report from the Video Advertising Bureau indicates that digital creator content now accounts for 26% of daily U.S. video viewing time. The findings highlight a shift in media company strategy, with major platforms like Roku, NBCUniversal, and FOX launching dedicated creator-facing infrastructure to capture growing influencer marketing budgets.
A weekly industry report highlights that ad-supported tiers now account for 54% of North American SVOD revenue, while RTL Group has achieved streaming profitability. Additionally, the report notes a rare rebound in linear TV viewership in New Zealand and significant growth in the microdrama app category.
AdImpact projects that political advertising spend on Connected TV will reach $2.7 billion during the 2026 U.S. midterm election cycle. The report highlights how campaigns are increasingly utilizing first-party data, ACR-driven targeting, and premium streaming environments to manage reach and frequency across fragmented media.
Social video advertising spend has surpassed connected TV (CTV) as mobile platforms leverage superior personalization algorithms and user data. Industry analysts note that CTV's growth is hindered by fragmented operating systems and limited hardware compute power, prompting major media companies to experiment with vertical, short-form content feeds.
Stingr is launching a second-screen interaction platform at IBC2026 that uses smartphone camera recognition to identify content without QR codes. The technology enables broadcasters to integrate shoppable ads, sponsored content, and synchronized accessibility features directly into their own applications.
The Association of National Advertisers (ANA) is calling for a unified industry framework and independent third-party accreditation to standardize retail media measurement. The initiative aims to address transparency concerns and inconsistent reporting methodologies across retail media networks as spending in the sector continues to grow.
Former CivicScience executive Doug Lauretano has launched Tuple, a new demand-side platform (DSP) that aims to reduce programmatic noise by limiting integrations to a small number of trusted supply-side platforms (SSPs). The platform seeks to bypass traditional query-per-second throttling and black-box AI models to provide buyers with greater transparency into inventory.
NBC News has entered an exclusive partnership with Taboola to manage all programmatic display advertising across its digital properties, including NBCNews.com and TODAY.com. This deal consolidates NBC News' automated ad sales under Taboola's Realize platform, allowing the publisher's internal team to focus on premium video inventory.
FouAnalytics has launched a new suite for publishers designed to verify human audience quality and provide protection against ad revenue clawbacks. The platform includes a decisioning container that filters invalid traffic and AI crawlers before ad calls are executed to maintain inventory integrity.
iHeartMedia reported a 39.2% profit decline in its broadcast division for Q2 2026 despite a 4.7% revenue increase. To address monetization challenges, the company is integrating its broadcast radio inventory into major DSPs, including Amazon, Google, and Yahoo, targeting $200 million in programmatic revenue for 2026.
An IAB Australia report indicates that 82% of agencies now integrate programmatic digital out-of-home (pDOOH) into cross-channel media planning, often alongside connected TV and digital video. The industry is shifting its focus from basic adoption to demanding standardized metrics, proof of ROI, and greater transparency in inventory quality.
The Maryland Tax Court has invalidated a 2021 law that imposed taxes on digital advertising revenue, ruling it violates the federal Internet Tax Freedom Act and the First Amendment. The court ordered the state to provide refunds to companies including Google, Peacock, and Apple, citing discriminatory exemptions for certain news and broadcast entities.
A survey of 630 brand marketers by Marketing Week indicates that only 33.9% find streaming TV effectiveness easy to measure, compared to 77.7% for social media. This measurement gap is a primary driver for budget allocation, with 71.7% of respondents prioritizing channels with clearer ROI and performance metrics.
