CTV Archives | AdExchanger

Ad Tech Goes To Court, OpenX v. Google Edition

Sarah Sluis — Thu, 07 Aug 2025 14:35:35 +0000

OpenX filed a lawsuit against Google over its anticompetitive practices. And HyphaMetrics claimed victory against Nielsen in court over a patent lawsuit.

The post Ad Tech Goes To Court, OpenX v. Google Edition appeared first on AdExchanger.

Magnite Targets CTV, SMBs And Google’s SSP Market Share

Anthony Vargas — Thu, 07 Aug 2025 04:45:45 +0000

Advertisers want more curated inventory and programmatic deals, especially for CTV campaigns. And Magnite is reaping the benefits, but not to the extent that investors were hoping to see. The SSP beat its own Q2 revenue guidance thanks to growing demand for programmatic CTV activation and partnerships with big-name streamers, CEO Michael Barrett told investors […]

The post Magnite Targets CTV, SMBs And Google’s SSP Market Share appeared first on AdExchanger.

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 […]

The post CleanTap Filters Out ‘Sorta CTV’ Placements Before Buyers Can Bid On Them appeared first on AdExchanger.

Not So Long, Solimar

Sarah Sluis — Fri, 01 Aug 2025 05:00:45 +0000

Change can be bumpy. From The Trade Desk’s Solimar-to-Kokai transition to Nielsen’s transition to its Big Data + Panel offering, we go inside customers’ challenges with these two transforming platforms.

The post Not So Long, Solimar appeared first on AdExchanger.

TikTok’s Video Experience Is Taking Over Digital Out-Of-Home In Taxis

Anthony Vargas — Tue, 29 Jul 2025 14:00:34 +0000

The next time you’re riding in a taxi, you might not need your phone to watch TikTok videos. On Tuesday, ride-hailing app company Curb Mobility announced a partnership to bring TikTok user-generated content to Taxi TV, its network of more than 15,000 in-taxi screens across 65 US markets, primarily in major cities. Curb isn’t the […]

The post TikTok’s Video Experience Is Taking Over Digital Out-Of-Home In Taxis appeared first on AdExchanger.

The Mirage Of Reach: Why Festival Marketing Exposes Everything Broken In Media Measurement

AdExchanger Guest Columnist — Thu, 24 Jul 2025 04:35:07 +0000

Every April, something fascinating happens in the desert. Brands spend millions activating around Coachella. Then they spend the next three months trying to figure out if any of it actually worked. This isn’t just a festival problem; it’s a reflection of our industry’s broken approach to measuring media effectiveness. And while it’s true, it isn’t […]

The post The Mirage Of Reach: Why Festival Marketing Exposes Everything Broken In Media Measurement appeared first on AdExchanger.

No Catching Up To You; CTV’s Awkward Years

AdExchanger — Wed, 23 Jul 2025 04:03:59 +0000

YouTube Usurps The June edition of Nielsen’s Media Distributor, Gauge, which ranks streaming and linear TV attention, has Netflix in the top three channels for the first time. The monthly report only tracks views in the US on a TV set. Despite its reputation as a top or essentially default streaming service in the US, […]

The post No Catching Up To You; CTV’s Awkward Years appeared first on AdExchanger.

In-Banner Video Is Back, And It’s Eroding The Value Of Web Video

AdExchanger Guest Columnist — Wed, 16 Jul 2025 04:35:14 +0000

At some point in the second half of last year, in-banner video kicked off an open internet revival tour that nobody wanted. Yet, we’re all forced to attend. In-banner video (IBV) isn’t a new ad experience. But in 2024, multiple SSPs rolled out refreshed video “products,” joining others, including Google, who already supported the format. […]

The post In-Banner Video Is Back, And It’s Eroding The Value Of Web Video appeared first on AdExchanger.

CTV Is Not A One-To-One Channel, So Stop Buying It Like One

AdExchanger Guest Columnist — Wed, 09 Jul 2025 04:35:51 +0000

The advertising industry continues to buy connected TV the wrong way. We have carried over one-to-one programmatic logic from display and online video into a channel that behaves nothing like them. CTV is not a personal screen; it is a household screen. Treating it like a digital channel has led to inefficiency, waste and false […]

The post CTV Is Not A One-To-One Channel, So Stop Buying It Like One appeared first on AdExchanger.

Quality Over Time: The Long And Short Of Digital Ad Measurement

AdExchanger Guest Columnist — Mon, 07 Jul 2025 04:35:23 +0000

For much of the digital advertising era, the industry has raced to the bottom on price and quality. But in the past five years, more advertisers have been explicitly incorporating media quality into their measurement and buying practices. As buyers increasingly prove that high-quality media delivers better value, even at premium prices, the market for […]

The post Quality Over Time: The Long And Short Of Digital Ad Measurement appeared first on AdExchanger.