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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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.
Best of both: Making TV and digital work in unison
As the line between TV and digital continues to blur, how can marketers make them work together? Contributor Kevin O'Reilly shares tips to ensure a complementary media strategy.
Amazon Alexa now has more than 7,000 voice apps, Google Assistant coming to TV
Competition among virtual assistants heating up as they move to a broader range of connected devices and appliances.
Lotame launches what it calls ‘first TV data management platform’
Following up on its Smart TV Audiences last March, the company can now direct advertisers toward TV programs watched by segments of online users.
[Podcast] Marketing Land Live #35: What is OTT TV? with guests from Adobe & Tru Optik
In this week's episode, we visit with Andre Swanston, co-founder and CEO of Tru Optik, and Campbell Foster, Director of Product Marketing at Adobe, to discuss what marketers need to know about OTT video.
[Podcast] Marketing Land Live #35: What is OTT TV? with guests from Adobe & Tru Optik
In this week's episode, we visit with Andre Swanston, co-founder and CEO of Tru Optik, and Campbell Foster, Director of Product Marketing at Adobe, to discuss what marketers need to know about OTT video.
MarTech Today: Adobe’s Sensei layer of AI, Facebook adds Apple TV and Roku, & more
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: Not to be out-Einstein’d, Adobe launches its Sensei layer of AI services throughout its clouds Nov 4, 2016 by Barry Levine The new framework distributes existing intelligent services across the company’s Marketing, […]
Marketing Day: Twitter stripping ads on iOS, Facebook takes ad network to TV & more
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
Facebook will try selling ads on TV screens next week
Facebook's ad network's expansion to digital TV is a minor test with major implications.
Urban Airship now sends its notifications to any device, not just smartphones or tablets
The updated mobile marketing platform can create and transmit actionable messages to connected TVs or cars, smart appliances, point-of-sale displays, or intelligent agents.
Tru Optik launches OTT Data Cloud to bring segment targeting to connected TV
The company says this is the first time marketers can use web-like audience targeting for ad-supported TV seen via Roku, Apple TV or game consoles.
Facebook tests streaming videos to TV using Apple’s AirPlay, Google’s Chromecast
People can stream Facebook videos, including Live streams, to their TVs, which turns Facebook's app into a legitimate second screen.
Royals, relevance and reach: Why both TV and the British monarchy will not only continue to survive, but thrive
TV is far from dead. But columnist Merrily McGugan explains how, thanks to the internet and streaming video, it's continuing to evolve, which means marketers need to adapt.
Google launches DoubleClick Dynamic Ad Insertion to personalize TV ads across devices
New features in DoubleClick For Publishers are aimed at giving TV broadcasters more control over ad experiences across screens.
Lotame’s new Smart TV Audiences adds your TV shows to your device and online profile
Working with one TV manufacturer at launch, the New York City-based DMP now expands your anonymized profile with your predilection for, say, car shows.
Why True Programmatic TV Isn’t Coming Just Yet
Programmatic ad buying is coming to television, but don't count on it arriving anytime soon. Columnist Alex LePage explains why.
Prepare For Future Search: SEO For The Connected Home(Kit)
My wife called me at work last week to let me know that she locked herself out of the house. Oddly enough, she had her phone with her but not her keys. If this had happened six months in the future, I would have never received her call because she would have just unlocked the […]
Wearables, Connected Homes, Mobile & The Future Of Analytics
The world around us is changing at speeds never seen before. Mobile devices are collecting countless levels of data through innovative technologies like motion coprocessors, gyrometers, GPS, ambient light sensors, application analytics and more. Consumers are now connecting their physical bodies to electronic devices such as Fitbit and other health monitors. We are also seeing a […]
Social Media, Mobile And YouTube Changing The Nature Of “TV”
A trio of reports sheds new light and visibility on how TV and digital video viewing habits are changing with social media in the multi-platform era. Viewing habits are shifting dramatically in large part because of on-demand viewing and the availability of programming across screens. According to the Ooyala Global Video Index (for Q4 2013), based on […]
Study: Only 16% Of People Use Social Media While Watching Prime Time TV
A newly released study from The Council of Research Excellence found only 16.1 percent of survey respondents claimed to have used social media while watching prime time television. To evaluate social media influence on TV viewing habits, 1,665 survey participants were instructed to log any social posts about a prime time TV show, as well […]
Nielsen To Include Web And Mobile Viewing In TV Ratings
To capture the changing video viewing habits and options available to consumers, Nielsen announced today it will add digital video consumption to its traditional TV ratings, starting with the 2014-15 television season. After months of testing, Nielsen will release the software developer kit (SDK) in mid-November. The SDK will allow Nielsen to measure both traditional […]
AOL To Buy Programmatic Video Ad Platform Adap.tv, Expanding Efforts To Change Video & TV Ad Buying Process
AOL Inc. is boosting its stake in the online video advertising space by purchasing Adap.tv, a leader in video advertising technology, for $405 million in cash and stock. The deal is expected to close in September. Adap.tv’s programmatic ad platform facilitates real-time bidding as well as premium upfront and spot buys. The platform also works […]
New Google Now Cards: Live TV, Music And Offers
Earlier today, Google introduced some additional Now cards and functionality through an update to its Android search app (not yet for iOS). They extend to live TV, music and location-sensitive offers. Google announced the new features in a post on its Android Google+ site. Here’s the list of new capabilities, available for Android 4.1 and […]
Will Hashtags Help Facebook In The Social TV War?
I’ve written a lot here about the intersection between social platforms and TV, and as these markets continue to evolve, there are still a lot of interesting things happening in both. A couple of things happened recently that probably highlight where social TV is heading, suggesting some of the things that marketers should be thinking […]