Google has been under ongoing regulatory scrutiny for antitrust concerns — including an upcoming lawsuit by the Department of Justice (DOJ) that concerns Google’s ad tech dominance. Amazon, Apple, and Meta are also being investigated for their “walled garden” approach to advertising ..read more

CTV. OTT. With so many acronyms to keep track of and the inconsistent uses of each term, it’s no wonder people often get the two confused. Connected TV (CTV) and over-the-top (OTT) advertising are both relatively new to the advertising world, but they are growing very rapidly in popularity as more and more consumers leave traditional TV for digital streaming services like SlingTV, Hulu or TubiTV.  ..read more

Who will be the winner with Amazon, Netflix, Google, Apple, and Disney battling for CTV supremacy? Just a few years ago, a phenomenon called cord-cutting became mainstream, referring to viewers who decided to cancel their cable and satellite subscriptions and begin streaming their TV over the internet instead. What began as a trend has grown to a once-in-a-generation transformation. As has always been the case, marketers tried to keep pace with how audiences consumed their media. As a result, advertisers faced the complicated decision of whether to start shifting their spending from linear TV ..read more

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 experience the same commercial break. Marketers were forced to take a spray-and-pray approach to TV advertising, broadcasting generic messaging to large groups in hopes of reaching a handful of prospects ..read more

Connected TV (CTV) continues to gain market share, reshaping the way viewers consume content and challenging the traditional linear television model. So how will that impact CTV and linear TV advertising?  ..read more

  Between the actors’ and writers’ strikes, the expansion of ad-supported services, and the adoption of live sports by streaming giants — 2023 was a dynamic year for connected TV (CTV). We recently sat down with experts from Tubi and FreeWheel to discuss where the industry sits and what’s on the horizon for 2024 ..read more

Live sports streaming has taken the CTV world by storm, accounting for 30% of all CTV streaming. There's no better time than now to delve into the exciting new developments in the live sports ecosystem. Discover the essential insights advertisers need during our live panel on CTV live sports, moderated by Rachel Dillon. We'll be joined by representatives from Strategus, Fubo, and Beachfront, as we dive into the evolving landscape of CTV live sports streaming ..read more

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 defines how we consume entertainment. That’s why the average U.S. household now subscribes to four streaming services and almost 90% of homes have an internet-connected TV.  OTT media also looks a lot different today than it did in 2007. Platforms like Netflix were initially launched as a way to supplement cable packages by providing access to a library of exclusive shows and movies. Subscription video on demand (SVOD) was the norm, boasting pre ..read more

Before ad exchanges, media inventory was exclusively purchased through direct negotiations with publishers. This worked fine in the early days. But as more publishers popped up, the process became lengthy and hands-on.  Ad exchanges helped alleviate this by streamlining ad buying with a technology-driven approach. This gave marketers the ability to purchase ad inventory on a per-viewer basis using real-time bidding (RTB), which brought us into today’s world of programmatic advertising. But ad exchanges were only the start. More platforms designed to automate media buying came into the ..read more

Unlike traditional broadcast television, connected TV (CTV) ads are delivered over the internet. This makes them more targeted and measurable — enabling advertisers to engage niche audiences with tailored messaging. While traditional TV advertising is centered around driving brand awareness, CTV ads can play a role in more conversion-focused campaigns. But this requires taking a different approach that incorporates direct-response tactics. In this article, we detail different CTV advertising strategies, examples of high-performance campaigns across industries, and best practices when develo ..read more