Connected TV and OTT
MarTech is your source for connected TV & OTT content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Connected TV & OTT represent the digital transformation of traditional linear TV publishers following the rise of streaming platforms and mobile viewing. For marketers, connected TV & OTT enables them to reach households through any device, including smart TVs.
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How brands are using CTV and OTT for the 2022 FIFA World Cup
Brands are adapting to younger consumers who stream the tournament, and keeping to their messages to avoid tournament controversies.
Ad spend projected to grow 5.9% in 2023
B2B digital advertising will soar 20.8% YoY, leading high-growth categories, IAB forecasts.
Havas Media partners with Samba TV to integrate streaming, gaming and linear TV data
The data collaboration serves advertisers using HMG’s Converged audience and data management platform.
Brands are betting heavily on CTV advertising
It's almost unanimous. 98% of brands believe Connected TV advertising will be bigger than mobile in the next two to three years.
What every marketer needs to know about programmatic advertising
Programmatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.
FuboTV reports big ad gains from Unified ID 2.0
The streamer is the first CTV partner for open-source Unified ID 2.0, and uses it through The Trade Desk for programmatic ads.
CTV added to Kroger’s retail media business
Kroger Precision Marketing expands its private programmatic marketplace to include video and CTV.
Simpli.fi introduces CTV reach for linear TV advertisers
The new capabilities provide 100% incremental reach on CTV for linear TV campaigns.
Amazon decision to use Nielsen is big boost for beleaguered rating service
"Thursday Night Football" on Amazon's CTV Prime Video will be company's first time measuring live streaming ratings.
Attentive launches text-to-buy solution with Shopify’s Shop Pay
Marketers can expand commerce through SMS campaigns and improve text experiences.
Tough-to-reach console gamers watch more TV on streaming than linear
As total pool of gamers grows to 3 billion, marketers need to pursue the right channels to avoid letting gamers fall through the cracks.
Yahoo and DIRECTV open up addressable TV and streaming inventory
The partnership will provide access to 25 million addressable TV households through combined DIRECTV, DISH Media and Fios plugged into the Yahoo DSP.
IAB Tech Lab prepares digital media industry for ‘watershed moment’
AT IAB Tech Lab’s Transcend event in New York, CEO Anthony Katsur and others laid out their vision to navigate privacy, clamp down on fraud and grow CTV.
TransUnion enters identity partnership with Epsilon
The collaboration makes Epsilon info available in TruAudience Data Marketplace.
Netflix is playing catch-up in the AVOD game
The veteran streaming platform has been forced to pivot to ads to make up a shortfall in subscription revenue. Here's how it got here.
CTV overtakes mobile for global ad impressions
A global study by advertising platform Innovid shows CTV leading mobile for the first time in video ad impressions.
SAS announces AVOD ad management platform
The analytics vendor also announced enhancements to its cloud-based analytics platform and a number of new partnerships.
Cord cutting gains steam after 4% drop last year
US cable subscriptions down by 30 million since 2020.
Why we care about connected TV and OTT advertising
Discover when and where to use connected TV and OTT advertising in your marketing strategy.
Roku announces clean room for streaming campaigns
Roku’s clean room is built on Snowflake’s Media Data Cloud technologies.