Sixteen years after its inception, the Ad-ID still isn't being consistently used in the industry -- despite the urgent need in today's fragmented, cross-platform environment to manage creative assets for reporting and consumer experience reasons, as well as workflow and financial accounting needs..

Average ad start-up time is 1.14 seconds, and 4% of viewers exit before an ad starts, according to Conviva's first report of true average streaming ad performance data, gathered in Q3.

Having tested live, shoppable TV ads that let viewers use their phones and onscreen QSRs to connect to brands' ecommerce sites, NBCU is now rolling them out to its unscripted programming, including "Sunday Night Football."

Digital audio ads are also common components of the local media mix employed by agencies, a Borrell poll shows.

Despite Apple's 1 billion device user base globally, will its iOS device-only reach limit its initial growth? Will its lack of original content and library (not to mention no licensed content as yet) prove liabilities? Predictions are all over the place.

Facebook's proposed $40 million settlement and advertiser pressures may help ensure greater metrics transparency going forward, but the "safety" issues surrounding video and other content are the toughest and most critical of all.

The market is "telling television to change quickly," but is leery of streaming, says TV and radio analyst Marci Ryvicker. Her advice: "Do something different" -- meaning develop emerging advertising opportunities.

During mid-August to mid-September, content heavily drove searches for upcoming Disney+ as well as Netflix and Amazon Prime Video, but price was the dominant search driver for Apple TV+.

The cost threshold is somewhat higher than recent research among all adults. Disney+ fared best among yet-to-come streaming services.

The use of new-breed tech capable of reducing video delays and multi-device playback problems is on the rise, the latest Bitmovin video developer survey finds.