Real-time bidding (RTB) solved an important problem. It’s just not the problem we’re now asking it to solve. When Google and the rest of the industry began building RTB, we …
Tag:
CTV
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This year, CTV upfront ad spending is set to edge past primetime linear TV for the first time, and it’s happening precisely because buyers want performance, not just reach. But …
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Major sporting events once revolved around a single screen, with broadcast schedules dictating when audiences tuned in and how campaigns were planned. The coming World Cup will deliver this same …
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As CTV changes how people consume content beyond the big screen, AI is simultaneously changing the way advertisers design, plan, activate and measure campaigns. Together, these two changes mean advertisers …
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Everyone in advertising knows that streaming and connected TV are the future of the industry. One only has to look at the recent upfront closings for NBC, Fox, and Disney, …
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As more innovative and integrated ad formats continue to transform CTV advertising and monetization, are smaller publishers without dedicated ad sales teams in danger of being left behind? What creative …
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Despite the explosive growth of Connected TV (CTV) consumption and inventory, CPMs are stagnating – or even declining. Agency leaders are saying candidly that CPMs have dropped anywhere from 10-30% …
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You know those quirky new ads you’ve started seeing when you’re watching your favorite streaming service? One media executive recently mentioned to me that each of those ads was unique …