For long-term business model stability, addressing invasiveness concerns is as or more important than tackling annoying ad repetitiveness. ...

More households have hooked up their TVs directly to the internet, giving marketers another way to reach consumers who watch free ad-supported streamers. ...

The converged-TV study also finds that investing at least 10% of impressions in streaming within converged linear/CTV campaigns tends to maximize incremental reach. ...

A Google TV update will make Google's TV platform more useful for everyone in the home, and easier for advertisers to target relevant advertisements. ...

One marketing manager admitted: "I can't quite seem to remember the precise difference between OTT, CTV, addressable, and data-driven, to be honest." ...

Performance advertisers can now, for the first time, take advantage of YouTube on CTV to drive and measure conversion through the expansion of Video action campaigns. ...

The IAB Tech Lab Cryptographic Security Foundations Working Group last week released the second version of its ads.cert framework to improve transaction transparency in programmatic advertising. ...

Large percentages of TV buyers surveyed by Xandr plan budget increases for DDL, OTT/CTV, addressable and other digital video, but only about half of OTT/CTV budgets are allocated to programmat ...

The Premium Video Catalog streamlines the process of buying inventory to overcome common obstacles to scaling CTV campaigns, says Xandr. ...

The ads.cert 2.0 specifications and guidelines were developed to improve transactions and help make them safe and transparent. The upgrade supports programmatic CTV ad buying and selling, where recent ad-fra ...

The latest capability allows advertisers to retarget users of connected TV services with an automated process. ...

Overall, 72% of households report regularly using multiple platforms for video viewing, finds new Parks Associates research. ...

The solution offers advertising clients access to reporting based on IAS metrics for invalid traffic across desktop, in-app and now CTV. ...

CTV devices' presence in rooms in addition to the living/family room is expanding rapidly, finds TDG. ...

Stirista, which focuses on data-driven SaaS marketing solutions, worked with the Ad Council and the American Lung Association to provide its services for free. ...

Roku and Amazon Fire TV devices continued to dominate CTV, with 43% and 26% of ad views, respectively - or more than three-quarters of views combined. ...

What do you do when a client asks you to produce a video campaign when production is completely shut down? You get creative! When Grammarly approached Stink Studios during t ...

CTV revenue was up 280% to $20.9 million. It now accounts for 28% of all revenue . ...

U.S. political advertising spending in the 2022 midterm elections will near record totals of the presidential race. ...

CivicScience execs spent the last few months securing initial funding for the new media/ad business before incoming CEO Doug Lauretano stepped in July 1. Lauretano has worked at OpenX, CN ...

DoubleVerify says the scheme, which uses screensavers to create fraudulent ads and impressions even when CTV devices are off, was identified and blocked for its clients but is still acti ...

GroundTruth now enables marketers to target ads through a large weather sensor network using conditions and parameters such as temperature, wind, UV index and alerts. CTV ads will be target ...

The appeal of CTV's low ad loads can be easily undermined by annoying repetition of ads (especially the same creative) and technical problems like buffering, a new IAB report poin ...

A mid-year digital ad trends report from self-service programmatic ad platform Choozle answers questions related to omnichannel, privacy regulations, and timelines around third-party cookies. ...

CTV ad impressions and spending were up 320% and 390%, respectively, in this year's first half, reports TVSquared. ...

CTV fully on-screen metrics, video filtering and additional new solutions are newly accredited. ...

As marketers look toward the brave world of CTV advertising, they can bring lessons from their digital ad experiences -- particularly in the area of search. ...

The deal will enable Tinuiti to reintroduce its OTT division as Streaming+, offering scalable, targetable, data-driven optimization across OTT, linear TV, streaming TV and digital audio. ...

It launches with an undisclosed agency client to help media buyers build and target audiences efficiently. ...

CTV accounts for 29% of all video impressions served in North America, edging out desktop, at 28%. CTV also has the lowest fraud/SIVT rate among devices. ...