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.

Broadcast & Cable Are Ready to Reintroduce Themselves to Advertisers

Traditional TV's audience story is far more stable than the narrative suggests. What changed isn't the value of the content or the audience. It's how advertisers could transact against it.

Advertisers are Missing The Top World Cup Opportunities

Live World Cup inventory commands a premium for good reason. It delivers scale, emotion, and cultural visibility. But cultural relevance does not automatically equal performance. As CPMs climb and frequency compresses inside those high-demand windows, measurement becomes more complex and optimization more limited.

Agentic AI Is Reshaping Local Planning and Activation

The impact of agentic AI is a shift from managing campaigns to defining how they should operate. It is an opportunity to refine how local campaigns are planned and executed, and to unlock new levels of precision, efficiency, and performance in the years ahead.

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.

Winning the World Cup Means Winning the Moments Around It

The World Cup's return to the U.S. will be defined by moments, whether it's a last-minute goal, a watch party with friends, or a casual fan tuning in for the first time. While the event brings global scale, its impact is deeply personal and local. For marketers, the opportunity isn't just to be part of the event, but to connect with how those moments unfold in people's lives.

How AI Agents Can Sweep Fragmentation, Frustration, and Fraud Out of CTV

By learning to recognize viewing behaviors that mirror a genuine television experience, agentic systems can distinguish between professionally produced, big-screen content and video that only fits the category with the most loose and generous definitions.

Why the World Cup Exposes Sports Streaming's Biggest Engagement Gap

Gaming is built as an always-on system designed to maximize session frequency, retention, and lifetime engagement. Live sports, on the other hand, are still optimized for scheduled viewing windows where engagement peaks during the match and drops off immediately once it's over. For streaming product leaders and sports media executives responsible for retention and average revenue per user (ARPU), the opportunity isn't to change the live event. It's to capture the audience before and after it.

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.

How Brands Should Respond to CTV Ad Fatigue Before Viewers Tune Them Out

For brands that have been eyeing CTV, the door has never been more open: more inventory, lower CPMs, and an addressable audience of more than 240 million U.S. viewers. That's the opportunity. But what it will lead to depends almost entirely on how brands choose to use it.

What Does Contextual AI Look Like at Scale?

At Streaming Media Connect 2026, Tavant brought together a group of media and advertising leaders for an honest, wide-ranging conversation about what AI is actually doing for the industry today. What emerged was a clear pattern: the companies gaining the most from AI are not treating it as a feature layered onto existing systems—they are building core advertising operations around it.

The Many Ways CTV Publishers Extend Supply and What It Means For You

Streaming platforms have their own requirements for distribution, and buyers have their own requirements for scale, efficiency, and reach. For publishers, that means that revenue optimization requires a nuanced mix of relationships, partnerships, and deal structures that make the supply chain endemically complex. That complexity is a feature, not a bug, but it isn't beyond comprehension. In this article we'll a look at how it really works.

Broadband’s Growth Playbook Is Broken, Relevance-Led Growth Is Next

Consumers now have more options than ever before: fiber, cable, fixed wireless, 5G, and satellite. Performance has largely converged. Speed and reliability-once differentiators-have become expectations. As a result, the traditional levers of growth are no longer enough. The industry isn't running out of demand; it's running out of differentiation.

Stream of Consciousness: How CTV and Household Targeting Keeps Brands Top of Mind

This complexity and fragmentation of streaming content is not unfamiliar to those with experience planning digital marketing campaigns. Since the internet itself experienced a similar tidal wave of growth during the 2000's, thousands of websites have proliferated, offering advertisers myriad options to engage with audiences. The same is now true with streaming apps and platforms, which has led to half of TV content viewers reporting they think there are now too many options to stream content.

The Subscriber Retention Funnel: Turning One-Time Viewers into Loyal Audiences

The streaming market has entered a new phase that comes with new challenges. The average US household now holds 3.8 subscriptions and is actively looking to simplify. Platforms that will win the next decade are not those with the largest catalogs, but those that focus on subscribers to make their platform feel indispensable.

The 13% Problem: Why Identity Accuracy Is Advertising’s Blind Spot

Recent reporting from an independent third party found that using an IP address as the signal to target in a household-based environment like CTV is only 13-16% accurate. In other words, for every $1 of media investment aimed at a specific audience, about 85 cents is wasted right out of the gate… so is it really worth the premium?

Incrementality is About to Become the New Baseline for CTV Outcomes

In CTV, where exposure is often view-through, and actions happen on other screens, "last-click" measurement distortion can turn "good ROAS" into a mirage. That's why incrementality is becoming a necessary baseline. In practice, it means fewer arguments about attribution models and more routine experimentation baked into media plans.

Why Microdramas Are a Streaming Media Opportunity

Just because microdramas are being viewed on mobile devices doesn't mean that they're not a streaming media opportunity.