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.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
Tapad partners with AcuityAds to deliver improved ad targeting capabilities across devices, CTV
The partnership will combine Tapad's identity resolution platform with AcuityAds' targeting solutions, with a focus on CTV.
DoubleVerify launches CTV certification program to help curb ad fraud
The first ad tech platforms to be certified include Amobee, MediaMath, SpotX, The Trade Desk and Xandr.
The next battle in streaming wars: Addressable TV
TV advertising used to be for big budgets and broad audiences but now we can access highly relevant, specific audiences in the same way we can for digital.
With an eye on CTV (and Google), ad tech firms Rubicon Project and Telaria to merge
The combined sell-side platform will enable transactions on most digital ad formats, including connected TV.
Performance marketing comes to television
Long a pure branding play, advertisers can now unlock television’s potential with Connected TV.
TV ad spending has peaked, will be less than 25% of total pie by 2022 — forecast
TV will generate just over $70 billion in ad revenue this year.
Building housewares brands with brand response TV
It is time for marketers to take advantage of the DRTV expansion to solve some of their biggest advertising pain points.
Building housewares brands with brand response TV
It is time for marketers to take advantage of the DRTV expansion to solve some of their biggest advertising pain points.
Insider tips: Here’s the kind of creative that wins over advanced TV audiences
When it comes to developing creative for advanced TV environments, you need to understand what ad formats and features will drive the most engagement and conversation, as well as what's coming next.
Millennials hail cord-cutting, but still indulge in linear TV outside the home
OOH TV ads shown to narrow the gap between passive observation and actionable engagement among millennials.
Google Display & Video 360 adds more tools to streamline cross-screen TV buys
The tools are designed to give advertisers more functionality around privacy regulations, new linear TV placements and consolidated TV buying.
Vimeo Showcase opens up Roku, Amazon Fire to video marketers
The video platform's newest feature lets marketers create customized video channels that can be distributed across devices and connected TV platforms.
LiveRamp gives advertisers a way to target users across all of their CTV interactions
The platform has extended its identity resolution capabilities to include OTT and digital TV users.
Taptica acquires RhythmOne to bulk up programmatic video ad capabilities, increase focus on CTV
Adding to its purchase of Tremor Video DSP, the company hopes to provide advertisers with a more transparent buying process.
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.