Agentic AI: A New Path to Efficiency and ROI

By this time next year, agentic AI will sit inside everyday operations no longer as an experiment, but as part of the connected backbone that powers how content is created, managed, and delivered. The question has shifted from if to how, and specifically, how to make it usable across the whole business.

Marketing Is Becoming Video-First. Who Actually Wins?

Video is becoming a primary interface between companies and customers, not an optional layer on top of written content.

What Counts as CTV? Why Defining the Channel Matters for Performance

CTV should mean ads that run where viewers expect TV commercials. That means full-episode, professionally produced, long-form content streamed through connected devices. It excludes user-generated clips, background ads, and placements that may technically run "on the big screen" but don't align with consumer perception of television.

The Post-Holiday Subscription Reset—Are Streaming Services Built for Retention?

For streaming services, bundling is increasingly a retention tool designed to carry subscribers through the post-holiday rethink, when perceived value matters more than promotional hype. 

How Super Bowl Ad Playbook Will Change in 2026

As we look toward 2026, the takeaway is not that Super Bowl advertising is getting bigger. It is getting more digital, more flexible, and more strategic. The next phase of growth won't come from adding more ads, but from rethinking how monetization shows up inside the live sports experience. Here are three predictions shaping what comes next.

Win Local, Grow Digital: How Stations Can Shape a New Sports Streaming Model

A new model has emerged in which a local station's linear signal is only one part of a wider distribution strategy. Groups are beginning to treat sports rights as multi-platform assets, preparing versions for direct-to-consumer (D2C) apps, FAST channels, and streaming bundles.

What Local Broadcasters Can Teach Adtech About Trust

As CTV matures, with heavier scrutiny on frequency, attribution, and audience quality, the trust gap between platforms and local advertisers is only widening. Advertisers don't just want better impressions; they want to believe what they're being told. The upside? Adtech can take a cue from local media and get back to the basics: presence, transparency, and consistency.

In 2026, Premium Video Fragmentation Creates a New Wave of Aggregators

Ad-supported tiers are proliferating across streaming services, each with its own tech stack, data capabilities, and buying processes. For advertisers, this abundance creates complexity that threatens efficiency. More inventory should mean more opportunity, yet when premium video moments are scattered across streaming services, publisher platforms, and emerging channels - each with different buying mechanisms, measurement standards, and data integrations - finding the right inventory at the right time becomes exponentially more difficult.

Interactive, Measurable, Relevant: How CTV Will Continue to Shape TV Advertising

What does CTV's ongoing evolution hold for advertisers and the future of TV advertising?

Ad Measurement: The Key to Maximizing OTT Ad Revenue

Measurement is the foundation of trust in the ad-funded streaming economy. Advertisers seek transparency, publishers rely on predictable revenue, and platforms want efficiency. None of these goals can be reached solely through ad insertion. Measurement, especially as new standards aim to simplify how engagement is captured across devices, is central to sustainable monetization.

Addressable TV is What Streaming Promised to Be

The future of TV isn't about adding more screens. It's about adding more certainty. In a marketplace overflowing with channels, devices, and platforms, the brands that win will be those that don't just reach numbers, they reach the right people, their intended audience. Addressable TV gives marketers that clarity, pairing deterministic data with premium content to turn fragmented impressions into meaningful results.

From Reach to ROI, Proof Is Now TV’s Most Valuable Metric

Television has always been the most powerful storytelling medium, but for decades, it was also one of the hardest to measure. Brands knew TV drove awareness, yet they struggled to prove its impact on actual sales. As streaming reshapes how audiences watch video, the walls around measurement are finally coming down. Connected TV is no longer just about reach; it is becoming a channel that delivers proof.

Has the Pendulum Swung Too Far Toward CTV?

Why Marketers Should Re-Embrace the Transparency of Traditional Television Advertising

How Global Ingest Is Redefining Cost Control and Agility for Modern Media Operations

Reimagining ingest: Cut costs without cutting corners by treating ingest as a strategic, metadata-driven platform.

Built to Scale? Why Live Sports Need Multicast ABR and a Video-Specialized CDN

Live streaming is rapidly emerging as the primary destination for major sports events, but not without significant challenges. For sports streamers, three imperatives are emerging as critical priorities: scale more efficiently, reduce operational and environmental costs, and secure content against piracy. All while giving fans the high-quality experiences they demand from investing in multiple premium subscriptions.

Three Things Brands Need for CTV to Flourish in 2026

As an industry we honestly don't know where CTV creative could go. We could end up with live streaming ads overlaying reality TV that involve the audience in real time, and match advertising with viewer preferences. There could be ads that open up a store so audiences can shop on the spot. Already, brands can overlay ads on replays in live sports. We need to embrace this period of variety and experimentation rather than suffocate it with talk about standards.

How to Reach and Recruit Gen Z Students Through Smarter Campaigns

Gen Z isn't just choosing a college; they're choosing an investment in their future. They want to see the payoff, not the promise. For colleges and universities, that means rethinking how to communicate value, relevance, and belonging across every digital, audio, and video touchpoint. This article offers strategies to help higher education institutions connect with Gen Z students.

The Death of the SSP is Wildly Overstated and Nothing To Wish For

The death of the SSP has been vastly overstated, and it is nothing buyers or sellers should welcome. A market without strong, independent SSPs would be less transparent, less competitive, and ultimately worse for both sides.

CTV’s Next Chapter: Why Unified Monetization Will Decide Streaming’s Winners

Behind the scenes, monetization is often a patchwork process with systems operating independently and oftentimes competing rather than complementing one another. This introduces friction for publishers and buyers, and can impact efficiency and performance. Mediation offers a path forward that, if implemented correctly, can help publishers turn this complexity into a competitive advantage while also providing benefits for advertisers.

No Second Chances: Why Streaming Providers Should Embrace a Unified Observability Approach to Avoid Costly Site Failures

When millions tune in for live events, just seconds of downtime can have irreversible costs. Here's how providers can build resilience into their tech stack.