What Counts as CTV? Why Defining the Channel Matters for Performance

CTV should mean ads that run where viewers expect TV commercials. That means full-episode, professionally produced, long-form content streamed through connected devices. It excludes user-generated clips, background ads, and placements that may technically run "on the big screen" but don't align with consumer perception of television.

The Post-Holiday Subscription Reset—Are Streaming Services Built for Retention?

For streaming services, bundling is increasingly a retention tool designed to carry subscribers through the post-holiday rethink, when perceived value matters more than promotional hype. 

How Super Bowl Ad Playbook Will Change in 2026

As we look toward 2026, the takeaway is not that Super Bowl advertising is getting bigger. It is getting more digital, more flexible, and more strategic. The next phase of growth won't come from adding more ads, but from rethinking how monetization shows up inside the live sports experience. Here are three predictions shaping what comes next.

Win Local, Grow Digital: How Stations Can Shape a New Sports Streaming Model

A new model has emerged in which a local station's linear signal is only one part of a wider distribution strategy. Groups are beginning to treat sports rights as multi-platform assets, preparing versions for direct-to-consumer (D2C) apps, FAST channels, and streaming bundles.

What Local Broadcasters Can Teach Adtech About Trust

As CTV matures, with heavier scrutiny on frequency, attribution, and audience quality, the trust gap between platforms and local advertisers is only widening. Advertisers don't just want better impressions; they want to believe what they're being told. The upside? Adtech can take a cue from local media and get back to the basics: presence, transparency, and consistency.

In 2026, Premium Video Fragmentation Creates a New Wave of Aggregators

Ad-supported tiers are proliferating across streaming services, each with its own tech stack, data capabilities, and buying processes. For advertisers, this abundance creates complexity that threatens efficiency. More inventory should mean more opportunity, yet when premium video moments are scattered across streaming services, publisher platforms, and emerging channels - each with different buying mechanisms, measurement standards, and data integrations - finding the right inventory at the right time becomes exponentially more difficult.

Interactive, Measurable, Relevant: How CTV Will Continue to Shape TV Advertising

What does CTV's ongoing evolution hold for advertisers and the future of TV advertising?

Ad Measurement: The Key to Maximizing OTT Ad Revenue

Measurement is the foundation of trust in the ad-funded streaming economy. Advertisers seek transparency, publishers rely on predictable revenue, and platforms want efficiency. None of these goals can be reached solely through ad insertion. Measurement, especially as new standards aim to simplify how engagement is captured across devices, is central to sustainable monetization.

Addressable TV is What Streaming Promised to Be

The future of TV isn't about adding more screens. It's about adding more certainty. In a marketplace overflowing with channels, devices, and platforms, the brands that win will be those that don't just reach numbers, they reach the right people, their intended audience. Addressable TV gives marketers that clarity, pairing deterministic data with premium content to turn fragmented impressions into meaningful results.

From Reach to ROI, Proof Is Now TV’s Most Valuable Metric

Television has always been the most powerful storytelling medium, but for decades, it was also one of the hardest to measure. Brands knew TV drove awareness, yet they struggled to prove its impact on actual sales. As streaming reshapes how audiences watch video, the walls around measurement are finally coming down. Connected TV is no longer just about reach; it is becoming a channel that delivers proof.

Has the Pendulum Swung Too Far Toward CTV?

Why Marketers Should Re-Embrace the Transparency of Traditional Television Advertising

Three Things Brands Need for CTV to Flourish in 2026

As an industry we honestly don't know where CTV creative could go. We could end up with live streaming ads overlaying reality TV that involve the audience in real time, and match advertising with viewer preferences. There could be ads that open up a store so audiences can shop on the spot. Already, brands can overlay ads on replays in live sports. We need to embrace this period of variety and experimentation rather than suffocate it with talk about standards.

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.

CTV’s Next Chapter: Why Unified Monetization Will Decide Streaming’s Winners

Behind the scenes, monetization is often a patchwork process with systems operating independently and oftentimes competing rather than complementing one another. This introduces friction for publishers and buyers, and can impact efficiency and performance. Mediation offers a path forward that, if implemented correctly, can help publishers turn this complexity into a competitive advantage while also providing benefits for advertisers.

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 Sports Betting Apps Are Gamifying the TV Sports Viewing Experience

Sports apps are having a ripple effect across connected TV. Features like interactive stats and polls are blurring the line between content and participation. Broadcasters and streamers are racing to keep up, building experiences that reward every tap, scroll, and cheer with data-driven connections. You could call it the FanDuel effect; I think of it as the gamification of live sports.

Netflix-Amazon Deal: An Expected Step in a Broader Strategy

Netflix's decision to make its ad inventory available through Amazon DSP is notable, but not surprising. This move fits squarely within Netflix's larger strategy to maximize advertiser access across demand-side platforms. Rather than a unique or exclusive partnership, it is another step toward ensuring that Netflix inventory is available to as many buyers as possible, wherever they choose to transact.

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.