CTV Archives | AdExchanger

Disney Will Unify Hulu and Disney+ Into A Single App Next Year

Victoria McNally — Wed, 06 Aug 2025 16:15:24 +0000

Ever open the Disney+ app and experience cognitive dissonance when shows like “The Handmaid’s Tale” and “It’s Always Sunny in Philadelphia” appear in the recommendations? Well, expect more of that in the future.

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MNTN Had A Strong Earnings Debut In Q2, But Shares Dipped A Bit Anyway

Allison Schiff — Wed, 06 Aug 2025 04:45:35 +0000

Too bad actor Ryan Reynolds didn’t join CTV ad platform MNTN’s first-ever earnings call on Tuesday. It would’ve been fun hearing Deadpool answer questions from investors. In early April, not long after MNTN filed its S-1 and shortly before its IPO in May, the company divested Maximum Effort. That’s the creative agency co-founded by Reynolds […]

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Measurement Startup HyphaMetrics Cleared In Nielsen Patent Infringement Lawsuit By Nielsen

Victoria McNally — Tue, 05 Aug 2025 15:53:33 +0000

Late last week, a federal jury in Delaware found in favor of HyphaMetrics, a measurement startup Nielsen was suing for allegedly infringing on two of its patents.

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CleanTap Filters Out ‘Sorta CTV’ Placements Before Buyers Can Bid On Them

Anthony Vargas — Mon, 04 Aug 2025 14:15:37 +0000

Many CTV advertisers are buying a lot of inventory that might not fit their personal definitions of CTV. Streaming ads that play on smart TV sets in living rooms are just part of the overall CTV media mix. These placements are sold alongside “sorta CTV” inventory, like streaming apps on phones and tablets, digital out-of-home […]

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For Roku, Upfronts Have Become A ‘Full Yearlong Marketplace’

Victoria McNally — Thu, 31 Jul 2025 23:11:23 +0000

Roku's video advertising business has really been booming lately, as CEO Anthony Wood shared on a call with investors Thursday evening.

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At The Tail End Of Upfronts, Nielsen Finds Itself Back In The Doghouse

Victoria McNally — Wed, 30 Jul 2025 14:38:12 +0000

Now that upfront negotiations are almost over, the industry appears to have settled back into its default position of being mad at Nielsen – which is likely good news for its currency competitors, but not so great for everyone else in the meantime.

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Those Local TV Ads You’re Seeing? A Lot Of Them Are Using Blockgraph’s Data Onboarding

Victoria McNally — Wed, 23 Jul 2025 14:15:02 +0000

Most social platform spending comes from small businesses. And TV tech companies have been busy trying to make it easier for small businesses to apply the same tools – like data matching – they use on social media.

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Comscore, iSpot and VideoAmp Get Another Stamp Of Approval From JIC

Victoria McNally — Thu, 10 Jul 2025 13:06:31 +0000

Comscore, iSpot and VideoAmp all reaffirmed last year’s full certification and currency-grade readiness, according to the broadcaster-backed joint industry committee (JIC)’s mid-term audit released Thursday.

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When Did Ad Tech Get So Obsessed With Outcomes, Anyway?

Victoria McNally — Wed, 02 Jul 2025 05:00:56 +0000

Talking about outcomes is practically a mandate, especially in the CTV space, where ad buyers and vendors alike are heavily invested in streaming television’s potential as a lower-funnel, performance-driving channel.

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Roku And Amazon’s New Deal Will Target 80% Of US CTV-Watching Households

Victoria McNally — Mon, 16 Jun 2025 04:01:27 +0000

In the early hours of Monday morning, Roku and Amazon jointly announced a partnership that will reportedly result in the “largest authenticated TV footprint” in the US.

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