Topic: ctv advertising
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How to Measure CTV Ad Success at Streaming Media Connect 2026
Proving ROI for Connected TV (CTV) advertising is a top priority, driving a need for standardized, cross-platform measurement to demonstrate true effectiveness beyond simple exposure. Industry experts highlight a critical measurement gap, noting that CTV must evolve beyond basic reach metrics to ...
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IAB Tech Lab Unveils New CTV Ad Formats & Programmatic Updates
The IAB Tech Lab has introduced a standardized portfolio of six core CTV ad formats and updated its programmatic guide to bring clarity and consistency to the fragmented connected TV advertising sector. This standardization, driven by CTV's explosive growth, aims to streamline operations by provi...
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3 Essentials for CTV Success in 2026
To succeed in the 2026 Connected TV (CTV) advertising landscape, brands must focus on creative innovation, advanced metrics, and automated campaign management to engage viewers effectively. Creative experimentation is becoming standard, with CTV enabling dynamic formats like shoppable ads and AI-...
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Target B2B Audiences with Precision Using CRM Data
CRM data is the key to precise B2B CTV targeting, enabling marketers to build highly specific audience segments by matching professional emails to home IPs and creating lookalike models. Retargeting with CRM data provides a strategic advantage, allowing for segmentation based on website visit int...
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Unlock AI-Powered CTV Ads at Streaming Media Connect
An upcoming industry panel will explore how AI is transforming CTV advertising by using audience data and real-time decisioning to deliver more relevant, engaging ads that boost revenue. Experts from companies like Roku, Philo, and Tavant Technologies emphasize that AI enables privacy-first, cont...
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Google Opens Olympic CTV Ads to Programmatic Bidding
Google now offers programmatic access to NBCUniversal's Olympic Winter Games advertising inventory through its Display & Video 360 platform, signaling a major shift in premium TV ad buying ahead of a busy 2026 sports calendar. This integration allows advertisers to combine Google's audience data ...
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How Impression-Based Ads Are Reshaping Search and CTV
Microsoft's launch of impression-based remarketing marks a shift from click-based models to more sophisticated frameworks that better reflect consumer ad engagement across channels. Marketers are adopting holistic methods like media mix modeling and lift tests to measure incrementality and accura...
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