As advertising has become increasingly obsessed with “outcomes,” nearly every channel has been re-cast as a performance channel. CTV is no exception. Now, “Performance CTV” has emerged as a convenient ...

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. CTV scales. But does it perform? Matthew Koontz started his career at Arnold Worldwide running campaigns ...

CTV has become one of the fastest-growing categories in advertising. With spend surging and platforms multiplying, the term itself is starting to stretch in ways that raise real concerns. What began ...

PASADENA, Calif.—A new survey of marketers has found that advertisers view CTV advertising is the most effective digital channel in their media mix and that 23.6% plan to increase their spending on ...

PASADENA, Calif.—Connected TV (CTV) ad platform tvScientific has launched the Performance TV Academy, an online course for digital advertisers wanting to learn the best strategies and tactics for ...

Connected TV (CTV) advertising was a beneficiary of pandemic trends and remains one of digital advertising's fastest-growing channels. Last year, linear TV decreased in importance to advertisers, as ...

Magnite's SpringServe will handle direct advertising campaigns and programmatic demand for the channel.— This story first ...

Digital advertising’s dividing line between performance and awareness channels is crumbling, and AI is the wrecking ball. Typically, performance channels, such as the classic banner ad, had the ...

Reinforcing Connected TV’s growing role within total video strategies, nearly seven in 10 CTV advertisers (70 per cent) expect to increase their CTV spending, with an average rise of 17 per cent, ...

U.S. viewer attention to connected TV (CTV) ads grew to 51.5% during the first quarter of this year, up from 49.2% during the previous quarter, according to a new report from DoubleVerify and TVision ...

MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--LG Ad Solutions, a global leader in connected TV (CTV) and cross-screen advertising, has today released the findings of its latest streaming survey in “The ...