Marketers and agency executives choosing advanced TV programmatic partners said measurement capabilities were most important.

Excessive repetition on streaming services isn't just annoying -- it depresses purchase intent, a new test by Magna confirms.

Survey shows little cannibalization of higher-priced no-ads subs, meaning net growth -- a decidedly positive trend for the big streamers.

CTV interactive formats, in particular, outperformed other video formats on engagement and completion rates.