Viewer-Initiated Ads Emerge as a New Category on CTV

The strongest CTV opportunities are increasingly tied to viewer behavior. Buying around a show or a daypart still matters, but it is no longer the whole strategy. Since streaming behavior is viewer-controlled by nature, the ad model needs to evolve to match it, especially as Gen Z ages into prime spending years. Pause ads are an early, useful step in that direction. 

The Brand-Performance Gap in CTV Is Really a Data Problem

The industry often frames the existing conversation around CTV as a brand-versus-performance debate. But a more useful debate is whether advertisers have the data foundation required to make CTV work across the funnel, not just at one end or the other.

CTV Is Opening Up To The Mid-Market. Now Comes The Hard Part

Middle-market advertisers know their customers are watching streaming TV. The challenge has been translating that simple fact into a workable media strategy.

Where Engaged Audiences Actually Are

Audience data, reach, and targeting still matter. But the strongest campaigns aren't choosing between those things. They're targeting within environments where people have already told you what they care about.

Multilingual Audio Is Becoming a Streaming Workflow, Not Just a Dubbing Task

Why streaming teams need to connect translation, voice, subtitles, metadata, review, delivery, and measurement

Free TV is Back, and it's Better than you Think

The story of FAST's growth isn't finished yet. To capitalize on the shift, there's more work to be done.

How Streaming Companies Can Win the Return Visit

As audiences move fluidly across streaming video, gaming, music, social platforms, and live experiences, growth will depend on experiences that are easier to access, more relevant and built to adapt.

Television’s Operating System Is Changing

As social and streaming continue converging, television advertising increasingly looks like it will be shaped by the economics and mechanics of performance media rather than the conventions of broadcast television. And that shift extends into all aspects of advertising, including the creative. 

Moving Beyond Cost-Cutting to Optimize Streaming TCO

Video services are under immense pressure to reduce costs and optimize Total Cost of Ownership (TCO). However, a tunnel vision focus on cost efficiency alone is a risky strategy for a number of reasons. If video services want to truly optimize TCO, they need to look much wider than solely focusing on cutting costs.

TV Can't Become a Performance Channel Without Creative Signals

If TV is going to function as a true performance channel, creative signals need to become part of the optimization process.

The Future of CTV Will Be Defined by Mindset, Not Just Reach

Planners have more ways than ever to reach audiences across screens, so reach on its own is no longer a differentiator. What's more difficult is to make sure an ad lands in the right context, at the right moment, with the viewer in the right mindset. This is what will define the next phase of CTV.

Beyond the App Grid: Why Super Aggregation Is Becoming an Operator’s Best Defensive Strategy

Smart TV platforms like Google TV, Roku, Samsung Tizen, and LG webOS are becoming the new front door to the living room. They influence what users see first, which apps are promoted, and where the viewer goes next. If operators do not control discovery, someone else will. This is where super aggregation becomes critical.

Beyond Delivery: Why Streaming Success Is Defined by Customer Experience

QoE is no longer a technical KPI; it is a business-critical metric. Yet, despite its importance, many organizations still lack the tools and visibility needed to measure and optimize it effectively.

The Three-Click Rule: Streaming's Biggest Retention Problem

For more than a decade, the industry has focused on solving content scarcity. Billions have been invested in original programming, exclusive rights, global distribution, and expanding content libraries. Consumers now have access to more content than at any point in television history. Yet despite this unprecedented abundance, many viewers still struggle with a surprisingly simple task: finding something worth watching. The problem is no longer the size of the library. The problem is navigating it.

Streaming's Future: Guarantee It or I'm Not Buying

At the end of the day, brands want to know their media investments are working. Not just the number of impressions served, but that those impressions drove the outcomes they care about. That requires the ability to plan, buy, optimize, and measure across publishers. When those capabilities exist, the industry can deliver what clients are demanding and guarantee it.

Weighing the Societal Risks of AI in Digital Advertising

As AI continues to disrupt the industry, it's critical that we confront the issues it creates for digital advertising with honesty and integrity.

Beyond the Top 300: CTV’s Next Phase Calls for Discoverability

The next phase of CTV is not just about adding more demand. It's also about enabling that demand to find and transact on supply without friction.

CAPIs Won't Solve CTV's Outcomes Problem Until Another Key Issue Is Fixed

Before we measure what an ad achieved, shouldn't we first be able to confirm what the ad actually ran against?

Why Signal Quality Is Shaping the Future of Streaming Media Performance

Advertisers now work with a wide mix of signals, including contextual cues, viewing behaviour, and various forms of audience modelling layered across different systems. While this should, in theory, create a clearer picture, it often introduces the opposite. Signals begin to overlap, and in some cases contradict one another, which makes it harder to understand what is actually shaping performance.

While Adtech Builds the Homescreen Pipes, Advertisers Can Still Tap into the Opportunity

As TV viewing moved to streaming, audiences fragmented across apps and services. The mass audience did not disappear. It spread. In response, the homescreen became one of the most important surfaces in media, bringing viewers back together at the point where every TV journey begins. It is the gateway to streaming content and brand storytelling, and increasingly the place where fragmented viewing behavior reconnects. In that sense, it has helped solve one of modern TV's biggest challenges. But solving audience fragmentation has exposed another layer of complexity.