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.

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.

The Six Big Advertising Trends that Will Shape Live Streaming in 2026

Millions of people are abandoning linear for streaming, with live sports causing the biggest shift of all. As audiences embrace streaming, advertisers follow. Here are the six major trends that will define this new phase of streaming.

Rethinking TV: Balancing Linear and Streaming for Long-Term Brand Growth

Brands must remain nimble in their thinking regarding linear vs. streaming, given how quickly the landscape is shifting. Sports illustrate this perfectly. A single event today can play out across broadcast, cable, and streaming, either simultaneously or individually. Thursday Night Football on Amazon, NBA games shared across multiple partners, or the UFC's exclusivity deal with Paramount—each example shows how the same content can reach audiences in different ways.

From Gut Feel to Growth Engine: A Data-Driven Blueprint for Content Strategy

The winners of the next decade won't be those who make the most content, they'll be those who plan it best. Strategic planning is no longer a static, once-a-year exercise. It's an ongoing, intelligence-driven dialogue between creativity and commerce. Organizations that embrace this mindset will do more than survive the next wave of disruption: they'll define it. By combining data discipline with creative ambition, they can transform content strategy from a gut-feel guessing game into a measurable, sustainable engine for growth.

How L-Band Advertising is Unlocking Non-Intrusive Monetization in Streaming

Consumers are willing to tolerate ads in exchange for lower subscription fees, but they expect those ads to be relevant, less frequent, and non-disruptive. By leveraging screen real estate in a subtle yet effective way, L-band ads offer a compelling solution for service providers seeking to balance monetization with viewer satisfaction.

CTV’s Measurement Revolution: Outcomes as the Unifying Force

"On the glass" viewing has shifted decisively toward connected TV, where advertisers expect more than reach—they expect results. CTV has opened the door to a new era of accountability, where ad exposure is directly linked to business outcomes. Sales data is the unifying force, proving how CTV investments drive real-world impact. With this clarity, marketers can finally move beyond guesswork and optimize every impression for measurable performance and scale.

Optimizing OTT Experiences: Five Streaming Strategies That Deliver Better QoE

This article explores practical, vendor-neutral strategies that OTT service providers can use to strengthen QoE across the entire delivery chain, from pre-delivery checks and multi-stage monitoring to client-side analytics and emerging innovations in automation and personalization.

As AI Personalizes the Future, Local Ads Must Break Free from One-Size-Fits-All

As AI embeds itself deeper into the infrastructure of modern advertising, it's changing how we think about developing and tailoring the message itself. Ad creative can be dynamic, testable, and just as targeted as the rest of the campaign.

Streaming Redefined: Why Zapping Time and Personalization Now Define Viewer Retention

Zapping time—how quickly a viewer can switch between content or launch playback—has become a critical metric. Fast zapping time reduces reported faults, enhances satisfaction, and decreases support costs. Whether on smart TVs or mobile apps, any perceptible lag can quickly drive users elsewhere.

The Next Evolution in Streaming Depends on Distribution

In the modern streaming ecosystem, the content owner often must now deliver the content to numerous streaming platforms while modifying the content in each case to meet the tangled web of unique needs associated with distributing their content on each streaming platform. 

The Rise of Ethical Impressions: When AdTech Meets Social Impact

Not every impression is created equal. Some sell sneakers, some drive subscriptions, and a growing number do something else entirely: serve society. These are what we might call ethical impressions, ad placements that deliver measurable business results while advancing social good. In an age where audiences demand more from brands and marketers demand more from their media dollars, ethical impressions are redefining success.

Voice AI Is Becoming the Streaming Industry's Secret Weapon

Whether you're building platforms, designing user experiences, engineering playback systems, or producing content, voice is no longer just an interface. It's becoming a data source, a creative input, a user engagement layer, and even a cost-saver. And the companies that are tapping into it now? They're not just getting ahead, they're building the future.

From Dish to Digital: How Standards and Smart Protocols Are Powering IP distribution

IP-based infrastructure is becoming the backbone of next-generation media operations. It's reshaping how broadcasters think about scale, flexibility, and cost, moving away from more constrained satellite models toward smarter, agile, software-defined workflows built on interoperable standards.

Dynamic HDR and the Future of Visual Differentiation

From my work as a media solutions consultant with InterDigital and contributor to the Advanced HDR by Technicolor initiative, I've seen the need for a strategic shift toward dynamic HDR implementations that preserve creative intent, simplify delivery architectures, and future-proof content ecosystems. In this article, I break down the imperatives across four dimensions: strategy, operations, economics, and technology.

Three Emerging Forces That Will Reshape the Content Delivery Space

The content delivery world is getting more complex. The traditional CDN model has splintered, the need for vendor diversity is rising, and user expectations keep inching upward. But it's not all friction. Several emerging technologies and standards are poised to meaningfully improve Quality of Experience (QoE)—not just in a piecemeal way, but across the entire delivery path. Here's a closer look at three forces that will reshape the future of content delivery.

How Subscriptions Increase Revenue and Improve Customer Engagement

The benefits of subscriptions as a business model for marketers include a recurring revenue stream, access over ownership, continuous value delivery, and a customer-centric focus. The migration to subscription-based business models is being driven by advancements in technology, customer needs, economic outlook, and the business advantages of this business model.

Going Beyond the Edge: Why Post-Device Testing and Monitoring Is the Most Essential Step for True Streaming Quality

Traditional quality assurance testing takes place in controlled environments that don't reflect real-world complexity, and it ends before content reaches the viewer, leaving streaming providers vulnerable to issues that cause viewers to defect. This article explores why testing after the edge: that is, at the device level, where viewers actually experience the service, is essential for delivering truly stellar streaming quality and reliability.

The Next 20 Years: What Role Will Large Social Platforms like YouTube Play in the Future of the Creator Economy?

For the past two decades, YouTube, and large social media platforms like it have been at the center of the creator economy. But many creators have learned that building a business on top of a platform you don't own or control comes with downsides. As a result, after two decades of platform dependency, several large creators have started experimenting with more direct-to-consumer (D2C/DTC) outlets for their content.

Why Customer Experience is Key to Reducing Churn

Faced with the ongoing challenge of reducing churn and increasing retention, video platforms have realized that customer acquisition alone isn't enough and nor is aggressive pricing. What's really needed is a better understanding of how users engage with content and what kind of experience they're having.