Wasting ad spend on the wrong viewer? AdTech is ditching identity resolution for something far more primal: emotion. Matching ad tone to TV content might just be the key to unlocking viewer attention.
The lines between television and digital advertising, once starkly defined, are dissolving. Paul Frampton of Goodway Group argues we're entering an era where content reigns supreme.
Netflix is building its ad business, but it faces a fundamental challenge: proving value in a fractured media landscape. VP Nicolle Pangis offers a glimpse into their strategy, focusing on data, interoperability, and the AI that's meant to tie it all together.
The friction traditionally keeping commerce buyers away from Connected TV just got a major shove. Universal Ads and Koddi are rolling out an integration designed to bring TV buying into familiar workflows.
Pharma brands have been slow to embrace CTV, citing audience age and measurement woes. But a new era of data is finally poised to unlock significant ad spend.
Forget the endless scroll of 15-second clips. Instagram's product VP just hinted at a future where Reels might not cut it on the big screen.
The wild west of Connected TV measurement might just be getting a sheriff. IAB Europe has thrown open the doors on its new CTV Measurement Framework, aiming to lasso rampant transparency issues in a booming market.
Streaming was supposed to kill advertising. Instead, it's reinventing it. Nielsen's Peter Naylor argues personalization is the key, turning your TV into a direct line to every viewer.
Brands are waking up to the fact that the most golden moment in CTV isn't mid-show, it's the split second you turn the TV on. TiVo Ads is making its move, and it's fascinating.
The quest for transparency in Connected TV advertising is heating up. Meta's strategic pivot and IAS's new product suite aim to bring order to the streaming ad chaos, but what does it truly mean for marketers?
Remember when TV ads just hoped you'd remember a brand? Now, those same ads might just ship you the product. IAB's Jamie Finstein is here to tell you that Connected TV and commerce are no longer speaking different languages.
Everyone expected Connected TV to be a goldmine, but the messy reality of deal-making is proving too much for old tech. Now, a new wave of AI-driven agents is stepping in, and CTV is their first major stage.