Powering the New Streaming Superstore in the Age of Subscriber Choice

The age of unprecedented subscriber growth in streaming is morphing into a new phase. Today, the video subscription market is more mature, complex, and nuanced than it ever has been, with providers increasingly focusing on strategic partnerships alongside pure direct-to-consumer growth. While content exclusivity remains the most compelling hook for any premium service, Vijay Sajja, CEO and Founder of Evergent, writes that a flurry of aggregation and bundling activity means that the biggest services will live and die by their ability to offer superior experiences and value-added personalization.

Addressable TV Is No Longer “Optional” – It’s Table Stakes

Going into 2025, advertiser conversations around addressable TV are different than they have been in past years. Considered an "add-on" by many just a few years ago, addressable TV is now considered a "must-buy" among the majority of advertisers today. Sona Pehlivanian of New York Interconnect writes that this shift represents a new level of maturity in how the advertising industry views addressable and how it is an important milestone in bringing TV advertising in line with shifts in consumer viewing behaviors.

Digging into CTV’s 3 Biggest Challenges in 2025

CTV advertising will dominate most brands' media plans in the next 2-3 years, yet major challenges persist. Suvadip Choudhury of Alliant talks about achieving scale, precision targeting, and the lack of overall education holding buyers back, but he also argues that there is light at the end of the tunnel.

Sailing the Seven “Cs” of CTV 2.0

Eric Hoffert, Chief Technology Officer of Kargo, lays out seven elements of CTV 2.0, which is coming up fast - but many brands and media companies aren't prepared. While CTV 1.0 was about targeting audiences using linear creative, CTV 2.0 is about leaning into the varied capabilities of a digital screen within the context of a multichannel campaign. Hoffert has "Seven C's" that brands and media companies must consider for CTV 2.0 to take off.

The Perfect Storm: How to Weather Media & Entertainment’s Resource Gap

Recent industry layoffs underscore the urgency for media organizations to become more efficient, find new revenue opportunities, and modernize their technology. While many businesses have been discussing doing this for years, those who don't find a way will not be one of the few left standing. Donna Thomas, EVP of Studios at Vubiquity, dives deep into how businesses can find partners ready to help overcome these challenges and start seeing results fast.

The Streaming Wars Are Over — So What Happens Next?

The streaming wars as we know it are over. Once fierce competitors are now collaborating on turf that's increasingly not even owned by them. The industry is moving away from a Subscription Economy and towards a more complex, and more lucrative, Bundle Economy — but what does this mean for subscription providers? Anil Malhotra, co-founder and CMO at subscription platform, Bango, discusses how this shift will affect the future of streaming, and how subscription-based businesses of all sizes can succeed in this new landscape.

Out of Home, On the Money: Live Event Streaming is Winning Outside the Living Room

Streamers are facing intense competition over limited household wallet share, engagement time, and the rights deals that keep viewers signed up. Today, folks are looking for creative ways to expand their audience beyond the confines of direct-to-consumer and streaming platforms while slicing and dicing rights agreements in tailored ways. Immersive shared experiences, such as live sports events, that take audiences outside of their living rooms are growing in popularity - and helping engage viewers with hyper-targeted, localized experiences.

Adopting IPv6 Will Improve CTV Advertising

IPv4 is the current IP address protocol and it's very limiting for advertisers. It bundles many devices into a single address. IPv6 has existed for years, but has not caught on because there wasn't any business pressure to switch over to it. With advertisers looking for more precision, now is the right time to make the switch. TrueData's VP of products David Berman explains why IPv6 is a meaningful improvement and what it can do for the advertising industry.

Why Your Desire for Free TV Could Cost You

As more users turn to unauthorized streaming sites to bypass subscription paywalls, cybercriminals are exploiting this demand through deceptive tactics. From malware-laden downloads disguised as media players to fake CAPTCHA verifications that silently execute malicious scripts, these attacks turn unsuspecting viewers into easy targets. This article, written by lead cybersecurity analyst Josh Taylor at Fortra, breaks down how these schemes work, their impact on users and the streaming industry, and steps media companies can take to protect their platforms and viewers from evolving threats.

The CTV Honeymoon Isn’t Over: A Path to Renewed Growth

Connected TV advertising has been the darling of the ad industry in recent years. However, recent forecasts indicate a slowdown in spending growth. By 2028, year-over-year spending growth will move into the single-digit territory. But the honeymoon doesn't have to be over. Nicole Scaglione of PubMatic looks at the current headwinds facing CTV advertising and several key areas where realignment could jumpstart growth again.

How a Correctly Designed DAI System Maximizes Monetization

The streaming market is now fully embracing advertising. The pace of this transition is dramatic as in 2020, only one of the top four SVOD services in the US, Hulu, offered an ad-supported tier. Today, with the exception of Apple, all of them do, even SVOD stalwart Netflix. This shift is a testament to viewers' willingness to watch ads in exchange for lower subscription fees: SVOD providers are responding to market demand. Another key aspect is the explosive growth of Free Ad-Supported Streaming TV (FAST) platforms like Pluto TV, Tubi TV, Samsung TV Plus, and LG Channels.

Flexibility or Failure: Remaining Agile in Streaming

In direct-to-consumer (D2C) streaming, staying ahead means staying nimble. New technologies, changing customer preferences, and intense competition are driving the streaming industry toward fast-paced growth. In this environment, companies that are unable to adapt, and adapt quickly, fall behind. Flexibility is essential for long-term success. However, flexibility can be difficult to achieve for streaming organizations who often struggle with legacy systems, complex infrastructures, and bureaucratic decision-making processes that slow down the ability to pivot and innovate.

Personalization, Social, and Interactivity Define the New Role of TV

Casey Saran, CEO of Spaceback, challenges advertisers to think about the next wave of TV advertising innovation coming their way in 2025. Especially as GenZ moves into adulthood, they'll bring their social habits with them, and their expectations for personalized, interactive experiences.

How the Buy-Side is Approaching Data and Identity Challenges

Navigating today's fragmented, privacy-conscious media landscape is a bit like stepping into a dense jungle. The buy-side—marketers, agencies, and demand-side platforms (DSPs)—must find their way through signal loss, measurement challenges, and evolving consumer expectations. But this isn't just a challenge; it's a strategic opportunity. Allison Omealia of Experian Marketing Services dives into how buy-side players can use data and identity solutions to be their guide through the jungle and emerge as winners.

Why FAST is Media Buyers' Next Big Strategic Investment

Angelina Marmorato, Lemma's AVP of Sales and Partnerships, North America, breaks down why FAST is media buyers' next big strategic investment

CTV Ad Buyers Think They Want Show Title Data, But They Don’t

Brands are clamoring for one signal above all else: show title data. CTV represents the merging of digital-era granular targeting and TV programming's deep engagement. It's no surprise that ad buyers would want to mimic the TV advertising practice of going after specific programs that draw big audiences. Yet, when it comes to CTV, show-title data isn't the answer that advertisers want it to be. 

Why Do Some People Have Bad CTV Ad Experiences?

The allure of CTV is undeniable: It combines the broad reach and brand presence of traditional television with the precision of digital targeting. Yet, as advertisers venture into this new channel, many are met with a critical issue—irrelevant ads. This is not simply a symptom of the industry "allowing" poor advertising standards but rather a signal that the infrastructure to handle CTV's unique challenges is still maturing.

Ozempic for the Cable Industry: From Fat to Skinny Bundles

Philip Inghelbrecht, CEO and founder of Tatari, has closely watched the carriage deals in the cable space and the disruption that streaming continues to cause. Despite the momentum for so-called "skinny bundles," which may placate streaming subscribers and stop the loss of cable subscribers, he discusses why advertisers need to track this evolution and carefully adjust their strategies.

Boosting Ad Fill Rates with Advanced Ad Prefetching: A Solution Overview

In the fast-paced world of digital advertising, optimizing the delivery of ads is critical to maintaining user engagement and maximizing revenue. When dealing with high-traffic volumes, the risk of missed ad insertions due to server overload or request throttling becomes a real challenge. Enter advanced Ad prefetching, a proactive approach designed to streamline ad insertion and improve ad fill rates during live streaming.

Unlocking the Future of Multichannel Advertising for SMBs by Tapping into Spanish-Speaking Audiences

Matt Robles, VP of Product at Frequence, highlights the significant opportunity for SMBs to grow by targeting the U.S. Spanish-speaking population, which boasts over 60 million individuals and a buying power exceeding $2 trillion. Successful engagement with this demographic requires more than translation—it demands an omnichannel approach that incorporates cultural nuances, offering seamless, personalized advertising across different platforms.