• Addressable's Accelerating Push Into National Inventory
    What has to happen before scalable amounts of national networks' TV inventories are available on an addressable basis? Here's a rundown based on experts who participated in a CIMM workshop.
  • Q&A: CEO David Levy On How OpenAP Market's Pieces Fit Together
    Levy sheds some more light on how buys across linear/digital inventories of four different TV companies will work, as well as next steps for this innovative venture.
  • Connected TV's Momentum Gets The Spotlight
    CTV accounted for 50% of all video ad impressions on Extreme Reach's server in Q2, and CTV distribution/ad supplier Wurl rolled out a new CTV ad marketplace.
  • Leaders Envision Local Broadcast TV's Near Future
    Executives from Hearst, Dentsu Aegis's M1 and Pearl TV shared their visions during this week's TVB Forward conference.
  • Roku Profiles 'A New Generation' Of Cord Cutters
    Research lays out five drivers of the accelerated shift to streaming and projects that streamers will outnumber pay-TV users by the end of 2024.
  • Industry Leaders Weigh In On MRC's Final Cross-Media Standards
    What will these standards for video advertising measurement mean for ATV? Several association heads, a measurement company and an independent agency principal offer their takes on that and other aspects (including duration weighting).
  • Universal Addressability: Not Easy, But 'Within Reach,' Concludes New White Paper
    After an extensive analysis of what will be required on the technical end, consultant Tom Morgan says it's doable, with cooperation in a few critical areas.
  • Pros Talk Attribution, Automotive
    TV attribution is expected in automotive at the national advertising level, and poised for growth at the local level, say TV marketing and supplier execs.
  • Understanding Streamers Vs. Non-Streamers Critical To Local Ad Buys
    When it comes to local media buys, the complexity, along with the opportunities, have grown exponentially. A new Nielsen report offers a detailed status report and profiles streamers vs. non-streamers.
  • Traditional And Advanced TV Are Melding In Real Time
    Witness the stress on ATV's growth potential behind the Viacom-CBS remerger, and the win/win deal between Disney and Charter.
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