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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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
Connected TV and OTT advertising can be a powerful addition to your marketing toolkit. Read our guide to discover where and when to play.
Roku announces clean room for streaming campaigns
Roku’s clean room is built on Snowflake’s Media Data Cloud technologies.
Streaming chaos: Increasing number of services makes it harder for viewers to find the content they want
Unique program titles went from 646,000 in 2019 to 817,000 today.
MobileFuse launches improved targeting for CTV and cross-channel campaigns
Fusion Video product meets demands for integrated CTV campaigns.
Nielsen to be acquired by private equity consortium
Evergreen Coast Capital Corporation and Brookfield Business Partners will pay $16 billion for the ratings giant.
Adobe Advertising Cloud now supports LiveRamp’s identity solution
Adobe users will be able to use the RampID identity graph to segment audiences across a range of advertising channels.
Social media marketers need fresh tactics for posting on CTV apps
With Facebook Watch, Tik Tok TV and other connected TV apps, marketers have to adjust their strategies to best leverage this new medium.
Omicron is not engaging TV news audiences
Suprising data from Samba TV shows numbers of Omicron cases and reach of cable news shows heading in different directions.
Good morning: Welcome to 2022
Let us know what you thought about our 2022 predictions.
Infutor adds solution to activate CTV campaigns
Infutor will resolve offline attributes to household CTV and other devices to deliver relevant and addressable audiences.
MNTN launches Creative-as-a-Subscription
The marketing platform for connected TV aims to simplify the ad process.
Good morning: CTV is getting more connected
Imagine contextual advertising within the programs themselves.
Brightcove introduces B2B streaming tool CorpTV
With the tool, businesses can set up their own streaming app and even sell ads into their content.
An enhanced CTV brand safety solution from DoubleVerify
Unlike traditonal TV, CTV presents some of the same risks to brands as the open internet.
Launch self-managed campaigns that focus on conversions and revenue
Learn why Connected TV advertising is the new frontier of B2B marketing.
The new frontier of B2B marketing: Drive measurable results with performance CTV advertising
In this webinar, learn how it’s possible to utilize Connected TV as a performance marketing channel similar to other tried and true methods.
How performance CTV ads are helping Tovala sell meals that cook themselves
How meal kit delivery service Tovala is leveraging performance-driven CTV ads.
Connected TV strategies to capture New Year’s resolution shoppers
The “New Year, New You” shoppers are coming -- here’s what you need to be ready for them on Connected TV.
CTV and B2B: 3 reasons why Connected TV advertising is primed for B2B
Combined with its targeting and measurement capabilities, CTV’s ad experience should make it a go-to for B2B marketers looking to stand out.
5 tips for adding connected TV to your holiday ad strategy
With streaming TV time at record levels, you can’t afford to leave Connected TV ads out of your holiday game plan.
How connected TV measurement proves its performance marketing potential
Proper measurement on CTV not only shows its value over linear TV advertising, it showcases its performance marketing bonafides
COVID is accelerating TV advertising’s transformation into an addressable medium
"They come for the targeting and stay for the attribution," says Simplifi's CEO about CTV.
YouTube Select: YouTube’s new premium advertising program adds connected TV targeting
Brand advertisers will be able to target TV screen viewing for the first time.
MarTech Minute: Hootsuite data comes to Oracle Eloqua, Valassis’ new CTV solution
A quick round up of the latest marketing technology news and announcements.