NEW YORK—A new study reported that despite record streaming viewership and soaring ad spend, most connected TV advertising still relies on decades-old formats, which leaves billions in potential brand ...

If you buy CTV advertising, you’ve likely encountered two approaches to securing premium inventory: programmatic guaranteed (PG) and buying direct, also referred to as direct IO (DIO). Both are ...

Here’s what Head of Performance Media Josh Palau had to say about how Pfizer currently navigates the CTV landscape, including why having your own hands-on-keyboard experts is key and how new ad ...

CTV budgets are rising fast. Expectations are rising with them. But more impressions do not automatically translate into better performance. In a fragmented attention economy, repetition without ...

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As TV+ evolves, measuring its true impact is becoming more complex. With campaigns spanning linear, streaming, and digital, advertisers face growing challenges in understanding reach and performance.

Crumbl saw over 16,000 app downloads, 213% more than its original target, as a result of the cookie bakery chain’s first connected TV campaign, according to information shared with Marketing Dive. The ...

Scale has always been an important factor for B2B advertisers. Whenever a new channel or targeting technique emerges that B2C advertisers are warming up to, B2B advertisers—particularly those that are ...

During their first unified NewFronts presentation, Walmart and Vizio pitched the scale and strength of a full-service offering that connects content to commerce within a single ecosystem. But the ...

Over a decade ago, connected TV (CTV) was a growing technology but had almost zero practical use for marketers. Advertising opportunities were limited, and programmatic buying capabilities were ...

“Basically, the leader and Mr. Rogan were tweeting, or not tweeting, but texting back and forth, and they set it up themselves,” Outhouse told CTV Question Period host Vassy Kapelos in an interview ...