What the FIFA World Cup Tells Us About Reaching Sports Audiences Today

The World Cup will show that scale today is not built in one place: It's built through a 360-degree approach to fan engagement that connects live moments, always-on content, and measurable commercial outcomes.

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.

Why the FIFA World Cup Will be the Most Demanding Event Ever for Dynamic Ad Insertion

Monetizing major international soccer events creates unique challenges. To cope with these challenges, DAI systems need to be able to handle the global scale that soccer, and other major sporting events, brings alongside the unpredictability and extreme variations in viewership that is unique to knock-out soccer tournaments. Ad decisioning systems need time to process ad requests and deliver maximum value. This requirement remains even in cases where the inventory was sold in advance: ads must still be called and delivered to the right viewer at the right time, with one-to-one measurement enabled.

Premium Content Is the Most Valuable Asset in Commerce and It's Being Monetized by Everyone Except the Companies That Own It

Media companies that build commerce into their content, in a way that works for their talent, advertisers, and viewers, will turn their biggest asset into their biggest competitive advantage. The ones that wait will watch everyone else do it for them.

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.

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?

This World Cup, CTV Becomes the New Stadium

Major sporting events once revolved around a single screen, with broadcast schedules dictating when audiences tuned in and how campaigns were planned. The coming World Cup will deliver this same audience scale and campaign buzz, but viewing now unfolds across multiple screens and multiple connected devices within the same household, often at the same time.

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.

Why Content Protection Must Evolve for IP and Cloud-Based Workflows

There are now more actors attempting to steal content than there are protecting it, shifting the balance of power. Content protection can no longer be confined to a single point in the chain; it must extend across the entire workflow, from ingest through to playback.

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.

Live Sports Is Powering the Next Wave of Streaming Innovation

Live sports viewers expect a flawless streaming experience with ultra-low latency and immersive features that bring them closer to the action. At the same time, the rising cost of sports rights is forcing service providers to rethink how they maximize return on investment. The result is a perfect storm of innovation, where advances in AI, cloud infrastructure, and ecosystem partnerships are reshaping the future of streaming.

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.