NBCU's first "One Audience Trends Report" offers stats and examples from its own portfolio that underscore how much cross-platform consumption is, or should be, transforming media-buying strategies.

Two basic guidelines serve advertisers well when they're venturing into CTV testing, says Roku ad sales marketing VP Dan Robbins.

A just-formed CTV-OTT task force aims to address standards, as well as create more advanced programming tools for long-form video.

An overview of MVPDs' current reach and in-the-works addressable initiatives.