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.

Built to Scale? Why Live Sports Need Multicast ABR and a Video-Specialized CDN

Live streaming is rapidly emerging as the primary destination for major sports events, but not without significant challenges. For sports streamers, three imperatives are emerging as critical priorities: scale more efficiently, reduce operational and environmental costs, and secure content against piracy. All while giving fans the high-quality experiences they demand from investing in multiple premium subscriptions.

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.

No Second Chances: Why Streaming Providers Should Embrace a Unified Observability Approach to Avoid Costly Site Failures

When millions tune in for live events, just seconds of downtime can have irreversible costs. Here's how providers can build resilience into their tech stack.

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.

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.

CTV’s Measurement Revolution: Outcomes as the Unifying Force

"On the glass" viewing has shifted decisively toward connected TV, where advertisers expect more than reach—they expect results. CTV has opened the door to a new era of accountability, where ad exposure is directly linked to business outcomes. Sales data is the unifying force, proving how CTV investments drive real-world impact. With this clarity, marketers can finally move beyond guesswork and optimize every impression for measurable performance and scale.

The Next Generation of Sports Fans Isn’t Where You Think They Are

Live sports remain one of the biggest draws in TV advertising as both TV and the sports fan evolve. We've reached a point where the next generation of sports fans may not even align with the image of the traditional cord cutter or streaming viewer when it comes to engaging with their teams. In fact, they may not even watch the games in full. These passionate fans are engaging with the content and conversation that happens around sports, and this shifting dynamic means advertisers need new strategies for reaching this audience. 

From the Field to the Funnel: How Live Sports Power CTV and Retail Media’s Next Play

With cultural impact and unmatched reach, live sports are redefining how marketers build brands and measure outcomes on CTV.

Anatomy of a Low-Latency Origin Service

At the core of every streaming workflow is the origin server—the system that receives encoded video segments and playlist files from an encoder and makes them available to the distribution network. The origin acts as the authoritative source for the stream, ensuring that each request from a video player, whether for the latest HLS segment or an updated manifest, is served with accuracy and speed. Its performance directly impacts startup latency, playback stability, and the ability of a stream to scale to millions of concurrent viewers.

Global Growth, Local Limits: A New Playbook for ROI in Sports Broadcasting

For sports organizations to unlock growth, protect margins, and reach fans wherever they are, they need a new kind of playbook: one that puts flexibility, efficiency, and market-specific value at its core.

The Next Evolution in Streaming Depends on Distribution

In the modern streaming ecosystem, the content owner often must now deliver the content to numerous streaming platforms while modifying the content in each case to meet the tangled web of unique needs associated with distributing their content on each streaming platform. 

Beyond Bottlenecks: Modernizing File Workflows for Sports Broadcasting

Behind every real-time sports highlight is a complex web of file movement infrastructure, and increasingly, that infrastructure is cracking under pressure. As sports production teams grow more distributed and timelines shrink from hours to minutes to seconds, legacy file transfer systems are becoming a silent liability. It's time to address the root cause and embrace a new model for how media moves in the modern broadcast environment.

Intuit Dome Is Just Fan Engagement, and That Means More Than You Think

With the rise of live events, redesigning for a better connection is the key to success. Some may say it's just about fan engagement. And they're right, but it's also much more than that: it's about creating unforgettable experiences that no one will want to miss.

REMI Broadcast Workflows: The New Pillar of Live Broadcasting

In recent years — particularly following the pandemic — new methods of television production had to be adopted. Initially, technology would typically evolve in response to cost optimization needs or equipment obsolescence, as is common in the electronics industry. However, during the pandemic and beyond, many of these methods rapidly evolved and became permanent fixtures. In this article, I want to focus specifically on the rise of remote broadcast productions using the REMI (Remote Integration) model.