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.
PubMatic and InPowered have integrated containerized AI models into the sell-side infrastructure to enable real-time bid decisioning before requests are throttled. This approach allows advertisers to deploy custom models directly within the exchange to prioritize high-value impressions based on specific outcome metrics.
This article analyzes the fragmented European smart TV market, noting that Google TV and Android TV lead in shipments while Roku remains limited to five regional markets. It provides a strategic framework for broadcasters to manage development across multiple platforms, emphasizing the cost-efficiency of shared HTML5 codebases versus platform-specific requirements.
The Trade Desk reported over 50% year-over-year growth in CTV revenue across EMEA and APAC regions, signaling strong international momentum despite the U.S. market accounting for 83% of total revenue. The company faces increasing competition in programmatic CTV from vendors like Magnite and PubMatic, both of which are also expanding their agentic buying capabilities in international markets.
Spotify has implemented a 30-second limit for self-serve podcast ad creative, while host-read ads remain a standard for 60-second durations. The article provides a comparative analysis of ad lengths, industry standards, and performance metrics to guide creators and advertisers on optimal ad strategy.
Amazon has expanded its shoppable TV features, including the visual search tool Shop the Scene and an 8,000-title catalog for Shop the Show. By routing transactions through the Amazon Shopping app, the company aims to link television impressions to purchase records to enable performance-based advertising on Prime Video.
Disney+ is rolling out its unified global adtech stack, including the Disney Audience Graph and Disney Select, to the Australian market. The initiative aims to support its ad-supported tier by enabling sophisticated audience targeting, interactive ad formats, and outcome-based measurement for advertisers.
US FAST viewing hours grew 43% year-over-year to 1.8 billion, yet platform data opacity is suppressing CPMs and hindering market growth. The industry is increasingly calling for independent, device-level verification to bridge the transparency gap and stabilize advertising economics.
Fairing has launched Advanced Attribution, a tool designed to capture zero-party data from non-clickable channels like podcasts, TV, and AI assistants. The product uses dynamic post-purchase surveys to help brands identify specific influencers and touchpoints driving revenue beyond traditional pixel-based models.
The FAST market is experiencing significant growth in viewing hours, yet revenue per hour and CPMs are declining due to platform data opacity. The article argues that implementing independent, device-level delivery verification is essential to restore advertiser trust and validate inventory value.
Genius Sports, Equativ, and StackAdapt have partnered to integrate real-time sports data into programmatic ad-buying workflows. The collaboration allows advertisers to trigger dynamic creative based on live game events, such as scores or specific plays, across CTV and digital platforms.
Transmit has partnered with Free Live Sports to integrate its MomentAI-powered in-content advertising technology across the latter's FAST and live sports channels. The integration aims to enable channel partners to monetize programming through contextually relevant ad units without increasing traditional commercial break frequency.
The global digital out-of-home (DOOH) advertising market is forecast to grow from $20.74 billion in 2024 to $39.12 billion by 2030, driven by programmatic adoption and integration with broader video media plans. The article outlines best practices for integrating DOOH into video-first strategies, emphasizing the need for rigorous measurement and attribution to justify investment.
The IAB has raised its 2026 U.S. ad spend growth forecast to 12.3%, citing strong performance in live sports and the rapid adoption of AI-driven automated campaign tools. Projections indicate that AI-directed ad spend will reach 27% of the U.S. market by 2030, with platforms like Google's Performance Max and Meta's Advantage+ becoming industry defaults.
Flightpath CEO Sean Howard discusses the challenges of podcast inventory forecasting and the need for better data visibility across fragmented distribution platforms. The conversation highlights how publishers can leverage traffic management and dynamic ad insertion to unlock revenue from back-catalog content.
Nielsen has expanded its Ad Intel product in France to include Connected TV (CTV) ad spend tracking across major streaming platforms. The tool aims to provide marketers with competitive intelligence on ad investment shifts between linear TV and streaming services.
Telly has expanded its partnership with Magnite to enable programmatic buying of its persistent Home Screen ad inventory. The integration allows advertisers to purchase extended-duration ad placements through platforms like The Trade Desk and Teads using the IAB Native Tile standard.
Magnite and ITN have expanded their partnership to integrate ITN’s seller agent into the Magnite Orchestration layer. The integration aims to automate local linear TV buying by replacing manual processes with agentic workflows that generate impression-based forecasts and media plans.
YouTube has updated its public-facing view count criteria to include single frames and autoplays, a change that industry observers suggest could inflate metrics by up to 100%. In response, agencies and podcast networks are shifting to the 'Engaged View' metric for 2027 contracts to maintain consistent measurement standards and prevent overpayment for low-intent impressions.
Imagine Communications has launched OSI-X, a traffic and billing system designed to unify linear and digital ad management for North American broadcasters. The platform features two-way integration with Google Ad Manager and supports TIP-compliant spot placement to automate workflows across fragmented viewing environments.
Seventeen members of the Forbes Agency Council have outlined strategies to combat AI-driven CTV ad fraud, emphasizing the shift from vanity metrics like impressions to CRM-verified outcomes. The group advocates for deterministic data, independent verification, and direct publisher deals to mitigate the impact of synthetic viewers and bot traffic.
EDO released an analysis of Super Bowl advertising performance from 2021 to 2025, identifying that ad duration, pod position, and celebrity casting significantly impact consumer engagement. The report provides benchmarks for media buyers and creative teams to optimize high-stakes sports inventory.
Numeris is transitioning its Canadian radio audience measurement from traditional diaries to the Radio Local+ system, which utilizes passive streaming data and recall surveys. The shift has prompted industry concerns regarding the transparency of the new algorithmic model and the potential for demographic skews in audience reporting.
Qortex, formerly known as CatapultX, has pivoted its platform to focus on contextual video intelligence that prioritizes content alignment over traditional demographic targeting. The company claims that analyzing content-driven consumer behavior can significantly improve video completion rates for programmatic advertisers compared to standard audience-based targeting.
Flightcast has updated its platform to enable unified video ad campaign management across Spotify, Apple Podcasts, and RSS-distributed video platforms. The tool allows publishers to upload a single creative asset to be served across multiple destinations, automating platform-specific technical requirements and dynamic ad insertion.
WasabiCard has expanded its stablecoin-based payment infrastructure to support bulk payouts for livestreaming agencies and MCNs across 200 countries. The platform enables businesses to fund operations with stablecoins and settle in over 30 local fiat currencies via an API-integrated dashboard.
U.S. District Court Judge Leonie Brinkema has ruled that Google will not be forced to divest its AdX ad exchange, despite previously finding the company guilty of monopolizing the publisher ad server and exchange markets. The court will instead pursue alternative antitrust remedies, the details of which have not yet been disclosed.
Cleeng has introduced an agentic subscriber retention platform featuring four specialized AI agents integrated via the Cleeng MCP Server. The system is designed to automate offer management, customer support, and churn prevention using behavioral data from 54 million subscribers.
Roku and Google have integrated Confidential Publisher Match into Display & Video 360 to enable advertisers to link first-party loyalty data with Roku's audience signals. The companies claim this integration results in a 120% increase in incremental ROAS and a 14% lift in effective reach for CTV campaigns.
Magnite has updated its ClearLine Activate platform to include self-serve audience targeting capabilities, allowing buyers to integrate third-party and publisher first-party data directly into campaigns. The update aims to reduce operational friction by centralizing data activation and eliminating the need for manual deal ID requests.
Intersection CEO Chris Grosso discusses the need for standardized audience measurement in the US out-of-home advertising market to drive growth. The company is also leveraging digital screen networks to deliver live sports and local content to increase consumer engagement and ad value.
Executives from LiveRamp, CVS Media Exchange, and IQVIA discussed the use of clean-room frameworks and tokenization to link advertising impressions to patient health outcomes. The panel emphasized the importance of privacy-preserving data connectivity to measure the effectiveness of pharmaceutical advertising across non-linear patient journeys.
The FTC has filed a lawsuit against Amazon alleging deceptive auction practices in its retail advertising business, prompting industry calls for greater transparency in programmatic auction mechanics. While the lawsuit does not cover Prime Video, analysts are urging streaming buyers to demand verifiable log data to ensure auction integrity across all DSP inventory.
This article provides a comprehensive overview of demand-side platform (DSP) pricing models, including common fee structures and cost components like media spend, technology fees, and data costs. It specifically notes that Amazon DSP's managed-service offering typically requires a $50,000 minimum spend, highlighting the importance of evaluating total cost of ownership for programmatic campaigns.
GumGum has launched a new advertising suite called GumGum Sports Media that utilizes computer vision from Relo Metrics and viewership data from VideoAmp to enable addressable retargeting of sports fans. The platform allows brands to target households verified to have seen specific sponsorship placements during live broadcasts across CTV and digital channels.
VIOOH has partnered with Starlite Media to integrate over 800 digital out-of-home screens across 70 US markets into its programmatic supply-side platform. This integration enables advertisers to programmatically purchase large-format, full-motion inventory in retail environments to reach consumers near the point of purchase.
Klaviyo and MNTN have integrated their platforms to allow marketers to trigger automated email and SMS workflows based on Performance TV ad exposure. The partnership enables brands to sync first-party audience data, such as cart abandonment, to connected TV campaigns for improved cross-channel attribution and follow-up.
Sofia Digital and Broadpeak have partnered to integrate performance-based advertising solutions into HbbTV and DTT environments. The joint offering includes Spot2Spot for ad replacement, Click2 for smartphone-based interaction, and BannersIn for web-based overlays, aiming to bring addressable CTV capabilities to legacy television sets.
NBC Sports is transitioning to Nielsen for verifying streaming viewership data for NFL and MLB Wild Card telecasts, moving away from its previous reliance on Adobe Analytics for public metrics. While Adobe will remain the internal tool for first-party data, Nielsen will now provide the verified, unified audience count for broadcast and digital telecasts.
London-based startup Empyre has launched a platform designed to license creator content to fans for clipping, utilizing automated Content ID compliance and revenue-sharing models. The system aims to mitigate platform enforcement risks associated with unregulated clipping while providing brands with verified distribution networks and audience data.
US District Judge Leonie Brinkema has rejected the Department of Justice's request to force Google to divest its AdX exchange and DoubleClick for Publishers business. The ruling mandates behavioral remedies rather than structural breakups, allowing Google to maintain its vertically integrated ad-tech stack.
A weekly industry roundup reports that Disney+ saw a 1.1 million household increase in the UK, largely driven by a wholesale distribution partnership with Sky. The report also highlights consumer research indicating that audiences frequently disengage from unskippable ads and that marketers remain concerned about brand safety near AI-generated content.
US streaming ad loads increased by 18% between January and August 2026 as platforms shift focus toward maximizing ARPU through ad-supported tiers. Data from Ampere Analysis indicates that while Netflix saw the largest percentage growth in ad volume, Paramount+ currently maintains the highest ad load at 9 minutes per hour.
A study conducted by Circana on 48 Ibotta campaigns indicates that integrating promotional incentives with media spend can drive a 16% sales lift and 8X improvement in new household penetration. Ibotta CRO Chris Riedy argues that CPG brands should move toward a unified measurement approach that treats promotions and media spend as equally impactful.
Quigley-Simpson CEO Carl Fremont discusses the industry's ongoing challenge in converting high volumes of marketing data into actionable business insights. The discussion highlights the gap between data availability and the maturity required to effectively scale AI for measurable outcomes like sales and ROI.
NBCUniversal has released findings from its proprietary Creative Ad Engine, which uses AI to analyze ad performance across its streaming and live sports inventory. The data indicates that branding within the first five seconds of a spot correlates with a 2.8x increase in viewer recall.
Ad tech startup myGaru has developed a platform that enables competing Ukrainian telecom operators to share network-level identity signals for advertising without exposing personally identifiable information. The technology allows advertisers to maintain addressable reach in cookieless environments by using pseudonymized tokens that expire after each session.
Advertisers are increasingly adopting unified video strategies to manage fragmented inventory across broadcast, CTV, and digital platforms during high-demand live sports events. The strategy aims to improve media efficiency and reach younger audiences who frequently engage with second screens during live broadcasts.
Sell-side consultants Jana Meron and Scott Messer discuss the current challenges facing digital publishers, including the impact of AI chatbots on engagement and the evolving programmatic ad landscape. The discussion covers strategies for publishers to regain control of their inventory through curation and the integration of AI tools to improve audience targeting.
Magnite and Amnet France have launched an agentic advertising campaign in EMEA, utilizing natural language prompts to automate CTV inventory discovery and activation. The pilot reported a 70% reduction in campaign setup time and a 95% video view-through rate for an automotive client.
Global retail media revenue reached $174.2 billion in 2025, surpassing TV ad spend for the first time as retailers shift focus from last-click conversion to brand-focused budgets. Meanwhile, major legal actions against Meta, Amazon, and Google have yet to impact agency ad spending, and UK sports bodies are seeking government subsidies for women's sports production.
James Varndell · Bitmovin
