CTV Advertising

After a recent expansion, Porter Airlines partnered with Samsung Ads Canada to reach new customers with timely and relatable ads.

TV audiences are rallying around CTV, and advertisers are following suit . But with this shift comes a persistent challenge: How can advertisers ensure brand safety, campaign efficiency and audience relevance in a fragmented, opaque streaming ecosystem?

Many measurement companies are promoting marketing mix modeling as an easy-to-use solution to overcome signal loss. But that couldn’t be further from the truth, says Maor Sadra, CEO and co-founder of incrementality measurement startup INCRMNTAL.

Just because a channel isn’t where a final transaction happens doesn’t mean it’s not a performance channel. Connected TV is the perfect example, says Brian Mandelbaum, CEO of commerce data platform Attain.

The leadership team is out at LG Ads Solutions. As of Friday, at least two of Alphonso’s top brass were pushed out, including CEO Raghu Kodige and Alphonso co-founder and executive chairman Ashish Chordia. What gives?

The third quarter wasn’t a good one for Roku, which shared belt-tightening plans in expectation of worse results to come during the all-important upcoming holiday season. That’s what happens when advertisers get nervous and hit the brakes.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

When messaging app developer Pinger started experimenting with CTV advertising last year, it learned a lot – about what not to do. “Mistake number one is that we really thought a CTV agency could guide us through the process … and I would encourage you not to assume that,” says Brook Lenox, Pinger’s senior marketing manager.

Roku wants in on the clean room conversation. The streaming TV platform announced its proprietary clean room offering on Tuesday, with agency partners including Omnicom Media Group, Horizon Media and dentsu. The product was built on Snowflake’s media and ad tech cloud data infrastructure.

It makes perfect sense for TV manufacturers to break into advertising. But what about content and software-first companies considering the legacy biz? There are pros and cons to the move, but it all comes down to a profitable plan because “a better go-to-market strategy will crush better technology every time,” said GroupM’s global president of business intelligence Brian Wieser.