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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Beeswax funding news underscores a rise in bringing services in-house, faith in CTV advertising
The BaaS platform has secured a total of $28 million and reported a jump in revenue of 150 percent over last year.
Digital marketing in 2019: Here’s where we’re headed this year
Brands that embrace emerging technologies and advertising formats - like connected TV, visual and voice search and AR advertising - will thrive in the new year.
YouTube ad campaigns target ‘TV screens’ by default, coming to AdWords API in Jan.
For YouTube TrueView and bumper ad campaigns, TV screens targeting is enabled as a device type in the UI and can soon be reported via the API as well.
Foursquare can now measure TV ads’ impact on offline store visits
The company can also measure multiple channels and their effect on real-world consumer behavior.
MarTech Today: Simulmedia’s new direct-to-consumer TV ad marketplace, Vote.org tries to reach the unreachable & the new wave of email innovation
Here’s our recap of what happened in online marketing today, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Audience targeting service Simulmedia launches ‘first’ direct-to-consumer ad marketplace for linear TV Nov 1, 2018 by Barry Levine Dollar Shave Club, Casper mattresses and the like now have a TV ad […]
Audience targeting service Simulmedia launches ‘first’ direct-to-consumer ad marketplace for linear TV
Dollar Shave Club, Casper mattresses and the like now have a TV ad marketplace designed for their needs.
InMobi becomes Sprint’s exclusive in-app, CTV ad platform by buying the telco’s ad firm
The purchase of Pinsight Media positions InMobi as the central player in Sprint’s ad future, and possibly in the ad future of T-Mobile and other telcos.
Facebook: Coming to a TV near you?
The company is rumored to be working on a device under the name Project Ripley to launch next spring.
MarTech Today: Nielsen Catalina expands purchase-based TV ad targeting, an AR Halloween pre-show invades movie theaters & GDPR complaints stack up in the EU
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Nielsen Catalina now targets ads using purchase data on Connected TV and OTT Oct 10, 2018 by Barry Levine Previously, Nielsen Catalina used its loyalty card/coupon data only for linear and […]
Nielsen Catalina now targets ads using purchase data on Connected TV and OTT
Previously, Nielsen Catalina used its loyalty card/coupon data only for linear and addressable TV.
MarTech Today: Adobe/Placed targets linear TV, Marketo updates & YouTube rolls out more ad extensions
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Adobe bringing digital targeting, measurement capabilities to Linear TV Oct 1, 2018 by Greg Sterling Partnership with Placed enables offline visits to be linked to TV ad exposures. Release Notes: Marketo […]
Sizmek re-enters TV ad space with an Advanced TV Initiative
The ad platform is now providing planning, deployment and reporting to connected, addressable and linear TV as it expands beyond web and in-app ads.
MarTech Today: iHeartMedia buys Stuff Media, Sizmek re-enters TV ads & CTV continues to grow
Here’s our recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: iHeartMedia to acquire Stuff Media as podcasting continues its rise Sep 17, 2018 by Robin Kurzer Publishers continue to invest in podcasts despite marketers’ concern about the lack of 3rd-party measurement standards. […]
Marketing Day: Amazon Storefronts, two new ad formats for Google, addressable TV & more
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
Report: Connected TV impressions have grown 106% since 2016
CTV may help realize brand marketers' long-held dream of 'addressable TV.'
New report: CTV emerges as top platform for video advertisers, completion rates continue to improve
Extreme Reach's video benchmark report also shows that viewability rates continue to rise.
As addressable TV becomes more pervasive, here’s how to find your audience
Contributor Justin Freid suggests a variety of data sources that you can employ to improve TV advertising results.
Advanced TV: The final piece of the programmatic puzzle
As brands and agencies evolve their corporate structure to adapt to developments in martech, contributor Chuck Moran argues they must factor programmatic TV into their calculations.
Traditional TV rolls with the times, remains a viable entertainment channel to both viewers and advertisers
As it has for more than 100 years, competing tech challenges television to evolve rather than contribute to its demise.
The future of TV advertising in today’s digital world
TV advertising isn't what it used to be -- it's much more, argues contributor Chuck Moran.
The MarTech Minute: WFA finalizes global charter, Tru Optik launches new TV measurement solution & more
The martech week in review: News and announcements in marketing technology this week that you might have missed.
Tru Optik leads consumer privacy initiative for OTT TV
The Connecticut-based firm has launched OptOut.TV, and about 40 other firms have signed on.
All the right marketing technology for advanced TV media buying
Every marketer, regardless of discipline, has a holy grail in mind. For analysts, it may be having a holistic view of the customer journey. For creatives, it may be having the team and tools to conceptualize and generate impactful experiences. And for media buyers, it may be the ability to take a single media plan […]
SteelHouse adds Connected TV
The ad platform is the latest to bring CTV into the digital ad ecosystem.
MarTech Today: Facebook shutters ‘M’ but readies ‘Portal,’ SteelHouse adds Connected TV & an effective ‘marchitecture’
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Facebook shutters digital assistant ‘M’ and readies video ‘Portal’ Jan 9, 2018 by Greg Sterling The Facebook touch-screen video device will make calls, stream Netflix. GK Software’s AI acquisition promises a […]
Swrve adds support for OTT TV apps
The expansion of the app-oriented marketing platform highlights OTT’s increasing attractiveness for marketers and Swrve’s continued expansion.
MarTech Today: Addressable TV, Receptiv’s mobile web video ad format & email security
Here’s our recap of what happened in marketing techology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Addressable TV from the media buyer’s perspective: What’s hype vs. reality Nov 17, 2017 by Ginny Marvin With the application of data, TV buying is slowly starting to take on characteristics already […]
Addressable TV from the media buyer’s perspective: What’s hype vs. reality
With the application of data, TV buying is slowly starting to take on characteristics already innate to digital marketing.
MarTech Today: Winners of the Stackies, PlaceIQ and comScore’s partnership & Connekt’s connected TV ad platform
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Here are the winners of this MarTech conference’s Stackies Oct 3, 2017 by Barry Levine For the first time, the Stackies requested organizational stacks to complement the previous competitions involving tech […]
Connekt’s connected TV advertising platform lets viewers shop right from linear TV ads
The company's "data augmentation layer" can deliver ad overlays that users can engage with in real time and powers retargeting across other connected devices.
Are your TV analytics just ‘good enough?’ 8 signs it’s time for an upgrade
The challenges of TV measurement abound. Columnist Alison Lohse believes marketers shouldn’t have to settle for “good enough” to understand how TV is performing, but should instead look toward TV attribution as the answer.
Marketing Day: Social media ad fatigue, programmatic TV & holiday email subject lines
Here’s our recap of what happened in online marketing today, as reported on MarTech and other places across the web. From Marketing Land: Rise of the strategic marketing operations leader: Part 1 Sep 22, 2017 by Debbie Qaqish Contributor Debbie Qaqish believes marketing operations leaders are becoming the new power players in marketing and gives […]
The Trade Desk integrates connected TV buying and measurement directly into its platform
Ad buyers can target, measure and retarget addressable TV households across screens.
FAQ: Addressable TV & the convergence of digital video and TV ad buying
A look at the state of cross-device media buying and the challenges and opportunities that lie ahead.
Google trying TV ad buying again with DoubleClick Bid Manager
In a new test, advertisers will be able to buy linear TV spots programmatically via DBM.
Tru Optik now allows identified customer data for OTT TV ad targeting, through LiveRamp
A brand’s personally identifiable customer profiles can be handled by LiveRamp, anonymized, and passed to Tru Optik for ad targeting.
Nielsen’s ‘Digital in TV Ratings’ wins MRC accreditation
The certification marks another step toward full data equality for online-delivered television.
mParticle announces single SDK for OTT streaming TV apps on Roku
The release allows a single API from Roku apps to connect user and activity data to more than 100 advertising, marketing and analytics tools.
TV maker VIZIO fined $2M for no-consent tracking of consumer viewing habits
Viewing habits were meticulously logged, tied to demographics and sold to third parties for ad targeting and tracking.
Tru Optik, Kantar Millward Brown can now track real-world purchases by individuals to OTT TV ads
Companies say this is the first attribution chain from OTT TV ads to offline purchases.