Reducing TCO for Streaming Services

Financial pressures felt over the last few years has led to a new set of challenges around total cost of ownership (TCO). Video services are now tasked with finding ways to reduce spending and increase revenue generation, all without increasing churn, and this has caused the age-old build versus buy debate to resurface.

TV Can't Become a Performance Channel Without Creative Signals

If TV is going to function as a true performance channel, creative signals need to become part of the optimization process.

The Future of CTV Will Be Defined by Mindset, Not Just Reach

Planners have more ways than ever to reach audiences across screens, so reach on its own is no longer a differentiator. What's more difficult is to make sure an ad lands in the right context, at the right moment, with the viewer in the right mindset. This is what will define the next phase of CTV.

Beyond the App Grid: Why Super Aggregation Is Becoming an Operator’s Best Defensive Strategy

Smart TV platforms like Google TV, Roku, Samsung Tizen, and LG webOS are becoming the new front door to the living room. They influence what users see first, which apps are promoted, and where the viewer goes next. If operators do not control discovery, someone else will. This is where super aggregation becomes critical.

The Three-Click Rule: Streaming's Biggest Retention Problem

For more than a decade, the industry has focused on solving content scarcity. Billions have been invested in original programming, exclusive rights, global distribution, and expanding content libraries. Consumers now have access to more content than at any point in television history. Yet despite this unprecedented abundance, many viewers still struggle with a surprisingly simple task: finding something worth watching. The problem is no longer the size of the library. The problem is navigating it.

Video Expectations Are Changing in Enterprise – It’s Now All About Value

According to AVIXA, global Pro AV revenue is forecast to reach $402 billion by 2030, driven not by broadcasters scaling up but by non-traditional verticals building video capabilities for the first time. The central question for every organization entering this space is the same: how do you deliver broadcast-quality output without broadcast-scale resources?

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.

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.

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.

Stop Chasing AI Platforms: The Beauty of Trusted Experiences with the Audience You Already Own

AI is not a trend. The underlying shift is real, permanent, and consequential. But brands that are racing to distribute themselves inside ChatGPT, Perplexity, and Gemini? That part rhymes with every trend cycle we've already lived through. The platform changes. The dependency doesn't.

Agentic AI Is Reshaping Local Planning and Activation

The impact of agentic AI is a shift from managing campaigns to defining how they should operate. It is an opportunity to refine how local campaigns are planned and executed, and to unlock new levels of precision, efficiency, and performance in the years ahead.

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.

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 Streaming Platforms Can Operationalize AI Without Compromising Performance

As AI moves from experimentation into production workflows, the question is not where it can be applied, but how it can be integrated without disrupting the core streaming experience.

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.

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.

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.

Stream of Consciousness: How CTV and Household Targeting Keeps Brands Top of Mind

This complexity and fragmentation of streaming content is not unfamiliar to those with experience planning digital marketing campaigns. Since the internet itself experienced a similar tidal wave of growth during the 2000's, thousands of websites have proliferated, offering advertisers myriad options to engage with audiences. The same is now true with streaming apps and platforms, which has led to half of TV content viewers reporting they think there are now too many options to stream content.