Latest CTV reporting on inventory quality, audience targeting, attribution, and the evolving TV advertising market.
6 articles and counting.
Swivel and Olyzon launched live agent-to-agent CTV transactions via AdCP, bypassing DSP/SSP infrastructure entirely. The same week, Basis shipped agentic planning tools and Horizon Media revealed an orchestration layer above the entire stack. Three architectural bets on programmatic's future landed in 72 hours.
The IAB NewFronts completed their transformation from digital video showcase to tech-and-data bazaar. Performance TV, creator matchmaking, and pause ads dominated. Here is who actually benefits.
Netflix is opening Amazon Audiences on its DSP inventory starting Q2. Here is what the CPMs actually look like, what purchase data you get, and what is still missing.
U.S. CTV ad spend is projected to hit $38 billion in 2026 while global programmatic surpasses $200 billion. Biddable CTV is reshaping how media buyers operate, but inventory quality remains the elephant in the room.
Google is pitching Gemini-powered creator matching and CTV frequency management at NewFronts 2026. The tools are real, but so is the threat to third-party vendors who built their businesses on the same YouTube API.
Netflix launched its Conversion API this month, joining Meta, Google, TikTok, Snap, LinkedIn, and Roku in making server-to-server attribution the default measurement architecture. The panic phase of signal loss is over. The engineering phase is here.