This week brought Nielsen's extension of SVOD content ratings to Amazon Prime Video and Roku's acquisition of Dataxu, among other notable developments.

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.

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.

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.