CTV Has Won, Now Comes the Battle of the Tech Giants

Connected TV (CTV) advertising describes the ads served to viewers tuning into streaming content on internet-connected television sets.

In the decade and a half since Netflix popularized over-the-top (OTT) video consumption, streaming has become synonymous with television. We now use...

TV advertising has changed. Because today’s viewers spend most of their time on streaming platforms like Amazon Prime, marketers are allocating more...

Google has been under ongoing regulatory scrutiny for antitrust concerns — including an upcoming lawsuit by the Department of Justice (DOJ) that...

Connected TV (CTV) is the fastest-growing ad channel in U.S., predicted to account for $42.4 billion in ad spend by 2027. But as CTV investment...

In the early days of TV, ads were placed based on the programs they supported. This means that every household tuning into a given broadcast would...

In the 17 years since Netflix launched its streaming service, over-the-top (OTT) media has become standard. What started as a novel concept now...

Before ad exchanges, media inventory was exclusively purchased through direct negotiations with publishers. This worked fine in the early days. But...

Unlike traditional broadcast television, connected TV (CTV) ads are delivered over the internet. This makes them more targeted and measurable —...

Car buying has changed. Unpredictable inventory, inflation, and post-COVID consumer behaviors are just a few of the obstacles the automotive industry...

What do you get when you mix traditional pay TV with digital delivery to connected TV (CTV) devices? Virtual multichannel video programming...

Imagine seeing a commercial for a local spa and making a mental note to book an appointment. By the time you sit down at your computer the next day,...

Live sports have long been the saving grace for cable and satellite television. Viewers begrudgingly kept their overpriced TV plans to cheer on their...

Things have changed since the early days of streaming. It used to be that a subscription to Netflix was more than enough to supplement your basic...

CTV advertising unlocks the potential to precisely target viewers on the most important screen in the household: the living room TV.

Few business functions will be impacted so profoundly by artificial intelligence (AI) as marketing. The recent explosion in AI has paved the way for...

Everything old is new again, including scheduled television with commercial breaks. You heard that right: Today’s viewers are watching linear,...

Picture this: It’s a sunny day in July and the year is 1941. A family in New York City sits down to watch the Brooklyn Dodgers play the Philadelphia...