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.

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.

How Global Ingest Is Redefining Cost Control and Agility for Modern Media Operations

Reimagining ingest: Cut costs without cutting corners by treating ingest as a strategic, metadata-driven platform.

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.

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 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.

Media Companies Show Signs of Technical Progress

After mostly "kicking AI tires" over the last 18 months, media executives are ready to commit and are looking for solutions that can help them find efficiencies, reduce manual work and automate some of the more labor-intensive processes that are causing a drag on their operation. The pivot towards realistic technological advancements signals that media companies are serious about adapting to the new reality of streaming, AI, and automation.

As AI Personalizes the Future, Local Ads Must Break Free from One-Size-Fits-All

As AI embeds itself deeper into the infrastructure of modern advertising, it's changing how we think about developing and tailoring the message itself. Ad creative can be dynamic, testable, and just as targeted as the rest of the campaign.

AI-Fueled Creative Resets Media Buying Expectations

With an explosion of creative technology like streaming digital video, AI-generated personalized commerce ads, and AI-driven campaign testing and measurement, the market is finally embracing creative as a major performance lever. Not only can advertisers make better creative, they can make more versions, test new creative strategies using real-time feedback, and understand exactly which creative elements drive outcomes.

How CTV Measurement Can Drive Optimization

If advertisers don't embrace new approaches to measure CTV effectively, they miss the opportunity to drive real outcomes. CTV can not only be measured better, it can also be used to drive outcomes with several interesting innovations.

How AI is Transforming Content Discovery in Streaming

With AI and machine learning, computer vision, and natural-language processing, AI can analyze video at the frame level, identifying faces, logos, scenes, emotional tone, and spoken keywords. The result is metadata that's deeper, more dynamic, and far more actionable. For streaming providers, it's not just about fixing a bottleneck but about turning discovery into a competitive advantage.

Streaming Redefined: Why Zapping Time and Personalization Now Define Viewer Retention

Zapping time—how quickly a viewer can switch between content or launch playback—has become a critical metric. Fast zapping time reduces reported faults, enhances satisfaction, and decreases support costs. Whether on smart TVs or mobile apps, any perceptible lag can quickly drive users elsewhere.

The Rise of Ethical Impressions: When AdTech Meets Social Impact

Not every impression is created equal. Some sell sneakers, some drive subscriptions, and a growing number do something else entirely: serve society. These are what we might call ethical impressions, ad placements that deliver measurable business results while advancing social good. In an age where audiences demand more from brands and marketers demand more from their media dollars, ethical impressions are redefining success.