Five agency power players say that the wealth of streaming/CTV options beyond broadcasters' own digital extensions means that nothing -- including the success of linear/digital packaging pushes -- can ...

This year, video buyers say they will spend 56% of their total video budgets on digital video (desktop, mobile, CTV), significantly surpassing linear TV's share of 41%. ...

In January 2022, Verizon Media will be the exclusive demand-side platform for Vizio's Inscape, the TV automated content recognition (ACR) data company. ...

Professionally produced ads were found to be more effective in driving travel-related actions than UGC in a survey from SSP Magnite. ...

Media buyers surveyed by IAB at the end of Q1 now say digital video, including CTV/OTT, will take a 20% share of total media budget this year -- up fr ...

Chief scientist at cybersecurity firm HUMAN Michael McNally publicly called on the ad industry to implement standards and upgrade practices to prevent fraud in CTV devices after finding a sophisticat ...

DoubleVerify will debut on the New York Stock Exchange today, trading under the stock ticker symbol "DV." ...

A series of rapidly evolving fraud schemes identified and shut down since November 2019 were interrelated, reports DoubleVerify. The schemes spoofed millions of CTV devices and mobile apps and divert ...

Innovid, The Trade Desk and Magnite have formed an integrated marketplace to offer ecommerce-driving and other interactive CTV advertising programmatically, at scale. ...

What if marketers had access to an identity graph that updates in real-time using billions of transactions that give them access to hundreds of identifiers across millions of online, offlin ...

Legacy TV players with new streamers have advantages and disadvantages when it comes to pressing for CPMs akin to those for prime-time TV, says this agency executive. ...

tvScientific, a TV ad-tech company, on Tuesday launched an end-to-end CTV buying and attribution system geared toward digital marketers that value performance media. ...

Google Ad Manager reports that ATV advertising dipped in Q2 but recovered over the course of 2020. Traditional buys still heavily dominated, but programmatic grew rapidly. Live impressions grew fast ...

"It's time to rip off the Band-aid. Advertisers and media need to move faster to think holistically and look to change the rules on both sides of the equation," argu ...

In a finding that appears to defy conventional wisdom -- not to mention many other media research studies -- a new Nielsen report finds the amount of time the avera ...

Performance marketers, in particular, are likely to shift ad dollars to CTV as ROI on Facebook and other non-Google digital campaigns declines, argues one CTV ad tech executive. ...

Based on its analysis, the company says fraud impressions rose 220% in 2020 over 2019 -- identifying over 5,000 fraudulent CTV apps. ...

Retail category growth was driven by a 212% jump in programmatic audience buying and a 159% increase in CTV. Overall video impressions rose 35% in comparison with last February. ...

While some marketers say greater engagement as a result of less ad clutter is an important benefit of CTV, few seem willing to pay more for it. ...

SmileDirect has a lot of explaining to do. The maverick D2C smile straightening product is a long, involved sell, where leads can take up to two years to convert. A ...

eMarketer estimates more than 106 million U.S. households will watch streaming content in 2021, eclipsing pay TV, but the numbers are already materializing for YouTube. Neal Mohan, chief product offic ...

Across the EU5 countries, weekly SVOD usage rates average 68%, while AVOD averages 63%. ...

In Q4 2020, ad impressions for DSPs, ad networks and other programmatic media aggregators surpassed those of premium publishers for the first time in Extreme Reach's tracking. And CTV lo ...

CTV deal-making can remove the shackles of the crucial legacy "base" of CPM pricing that brand advertisers use as a key metric. ...

Analyses of Comcast client campaigns promoting movies and TV shows also provide insights about optimal campaign lengths and numbers of creative versions. ...

While spending on CTV/OTT continues to grow, 51% of advertisers still say they view linear TV as the most valuable video platform. And when big advertisers buy CTV, they fav ...

The solution is designed to offer brand safety combined with contextually relevant targeting for Spanish, Portuguese and 40-plus additional languages for advertisers/ad buyers using MediaMath's demand-side advertising platform. ...

The conference theme -- the great reset -- includes topics such as resetting the industry's foundation based on addressability, privacy, identity and safety, as well as the progress made acro ...

YouTube continues to build out a suite of ways to monetize commerce. Tests are underway to integrate shopping experiences that allow viewers to tap into the credibility and the knowled ...

The growth of connected-TV devices and stay-at-home dynamics are expected to boost streaming viewership and engagement opportunities, says one digital ad-tech exec. ...