• ViacomCBS Puts Streaming, Advanced Advertising On The Front Burner
    Leveraging the company's SVOD and AVOD assets, and expanding advanced advertising partnerships, are linchpins in the core strategy of growing revenue by deploying content from all of the newly merged company's units across all platforms.
  • Programmatic OTT/CTV Ad Volume Up 300%+ In 2019; Roku Devices Lose Share To Amazon
    Roku's devices still heavily dominate, with 59% of programmatic ad share in this growing arena, but Amazon, driven by Fire TV, captured 19% last year, according to a new report from Pixalate.
  • Practical Ways To Protect Campaigns And Staunch Growing CTV Ad Fraud
    Ad fraud in the CTV environment has grown along with ad spend, as in other emerging digital ad environments. An ad-fraud prevention expert lays out concrete steps that media buyers, marketers and platforms can take to protect advertising investments and revenue growth during as this promising channel continues to take shape.
  • More Audience, Analytics Milestones For ATV
    The new MRI-Simmons and FourthWall Media partnership should enable new levels of audience profile sophistication for linear, as well as advanced, TV. Meanwhile, Amazon Web Services' Data Exchange is making Samba TV's OTT and linear data available in the cloud.
  • What Does a Cookie-Less World Mean For ATV? Here's Comscore's Take
    Comscore believes it's well-positioned to benefit because of its focus on contextual and Identifier For Advertising (IFA)-based audience targeting and measurement methodology. No cookies will make an IFA-based CTA approach particularly important, the measurement firm asserts.
  • ANA Study: Interactive CTV Ads Drive Big Earned-Time Increases
    Interactive CTV ads generated as much as 447% more earned time with viewers than standard ads.
  • Amazon's Next Frontier: Selling OTT Ads Outside Of Fire TV
    Not satisfied with its leaps in digital advertising revenue, it appears that Amazon is now intent on dominating the CTV advertising market.
  • D2Cs Learning To Use OTT In The Performance Mix
    Testing OTT and other data-driven TV as part of a unified performance marketing strategy is the savvy move for legacy brands developing D2C channels, as well as response-driven digital-native brands, say execs from agencies ForwardPMX and Modi Media.
  • Is A 'New' Pay-TV Bundle Part Of Our Future?
    Will cord-cutters' frustration with too many services push traditional pay-TV operators and streaming services to cooperate to offer converged bundles?
  • Year-End Frenzy Of Cross-Media Activity Sets Stage For Pivotal 2020
    The year-end flurry of OTT, CTV and addressable deals, partnerships, and new solutions and metrics speaks to an industry scrambling to take shape, and to the bumpy road ahead in the coming months.
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