The Parallel Infrastructure: Why Premium CTV Publishers Are Building Outside the Programmatic Stack The programmatic industry has spent years refining bidstream infrastructure such as SPO, curation, header bidding, OpenPath, and ClearLine. Yet most premium CTV inventory never enters the programmatic supply chain. - Philip Inghelbrecht, CEO & Co-Founder, Tatari - Bill Murray, Head of Growth and Performance, Warner Bros. Discovery - Michael Reidy, Senior Vice President, Ad Sales, NBCUniversal - Ari Paparo, Chairman at Marketecture Media 📅 March 10–11 📍 The Glasshouse, NYC 🌐 MarketectureLive.com

📺 CTV Controversy: Is The Trade Desk's dominance worth the drama? TTD is being pushed for audits and slammed for hidden fees & agency pushback (Publicis/Omnicom), yet brands won't bail—CTV powers 50% of their growth via premium deals (Disney, Netflix). Real issue is agencies fear direct client deals cutting them out. Stock's down, but transparency trumps all in open programmatic. Key takeaway: CTV's the future—agencies adapt or get sidelined. TTD holds the cards here, in my opinion.

What do you get when you pair the Agentic decisioning for CTV with the Infrastructure for the future of TV?... Performance marketing magic ✨ Olyzon and Innovid have launched a unique partnership underpinned by Olyzon’s predictive CTV decisioning coupled with Innovid’s premier ad management and measurement to transform how advertisers understand the incremental performance of CTV and optimize at warp speed 📺 🤖 ✅ Connected Insights ✅ Better Incrementality ✅ Faster Optimization ✅ Full Transparency Learn more in the comments, and happy to chat and make connections to my friends at Olyzon to go deeper. Kudos to my partners Emmanuel Bard, Ingrid Couasnon, Jules Minvielle for collaborating to make this dream a reality. Can’t wait to see what the future together holds! Onwards 🚀

TV and streaming have always driven auto shoppers to dealerships. Proving it has been the hard part. At the IAB NewFronts, Comcast Advertising launched Outcomes+. It is a next-generation targeting and attribution platform built on premium TV and streaming inventory. The scale is significant: more than 30 million households and 300 million viewers across NBCUniversal, Peacock, HBO Max, Roku, Prime Video and live sports. Clarivoy is the auto visit and conversion attribution partner within Outcomes+. We sit alongside Mastercard, Fandango and DISQO to deliver full-funnel measurement from ad exposure to dealership outcome. What this unlocks for auto advertisers is simple. For the first time, you can connect TV and streaming campaign exposure directly to verified dealership visits and vehicle transactions across Comcast's entire footprint. Not modeled. Measured. Early results from coordinated national-to-local campaigns already show a 25 percent increase in vehicle purchase rates when activation and attribution work together across tiers. This is what we built Clarivoy to do. For more, check out the link in the comments. #comcastadvertising #clarivoy #outcomes+

Alright, let's be real. The entire auto industry has been nodding along for years, saying, "Yeah, yeah, TV sells cars," while secretly budgeting for it like it's a hopeful donation to the "maybe this works" foundation We all knew it worked. We just couldn't prove it worked. So video got the "nice to have, top-of-funnel" participation trophy while digital folks got all the credit. Well, the participation trophy era is over. Clarivoy just teamed up with Comcast Advertising's Outcomes+ to do one thing everyone thought was basically magic: actually connect TV ads to people physically showing up at dealerships and buying cars. Not modeled. Measured. As in, for real measured. I know, it's shocking. Take a moment. Breathe. When you can directly tie a commercial in 30 million+ homes to a person keying up a new SUV, the conversation gets a lot more interesting. It becomes accountable, performance driven, and incredibly difficult to explain cutting from the budget. That 25% lift in purchase rates? That's what happens when strategy and data stop ghosting each other and finally work together. This isn't just about metrics. It's about finally knowing who's really driving outcomes, what's moving cars off the lot, and where to put your next dollar without using a magic eight-ball. We've officially graduated from "we think it works" to "we can prove it works." And in a business built on selling actual cars? That changes everything.

What does "performance" actually mean on CTV in 2026? John Rogers went on Beet.TV to answer that. And the short version is: it means whatever the advertiser needs it to mean. ROAS, brand lift, site visits, conversions.  Check out the full video: https://lnkd.in/efAUtQCv #Roku #PerformanceMarketing #CTV #PerformanceAds #Advertising

YouTube Ad Revenue Surpasses Major Media Companies 📺💰 In 2025, YouTube generated $40.4 billion in advertising revenue, surpassing the combined ad revenue of major media companies for the first time. The Walt Disney Company, NBCUniversal, Paramount Global and Warner Bros. Discovery together earned $37.8 billion from advertising. Analysts are calling YouTube the “new king of the media market.” The platform is estimated to be worth $500–560 billion, significantly higher than many traditional media companies.

🧠 Not all platforms are equal - some CTV impressions work harder Comcast Advertising research shows that the platform is the #1 predictor of ad impact. Building on this, VAB’s analysis of 21 platforms highlights why some CTV impressions work harder. A variety of hybrid AVOD/SVOD, vMVPD, and free ad-supported streaming platforms consistently outperform YouTube: - Longer sessions → more engaged viewers - Higher co-viewing → the social proof engine for stronger ad impact - Sustained attention → better recall and brand impact Pure impression buying isn’t enough. Attention and engagement at exposure make the difference. Some platforms create environments where attention, engagement, and co-viewing are higher, increasing the ROI of ad spend. Sources: VAB, The Impression Gap; TVision Always in tune, navigating with curiosity and Zeal. 🤝 Follow for insights on how people watch, feel, and choose in the ad world we’re shaping. #consumerpsychology #mediastrategy #adeffectiveness

Seems like everyone is pushing for CTV to become a performance medium. That's a huge loss for brands. I was reading about what's coming out of the IAB NewFronts - commerce integration, closed-loop accountability...The industry wants to measure CTV like digital. I get why. But the opportunity is something much bigger - a chance to combine what digital taught us about talking to specific people with what television was always good at: telling bigger, more emotional brand stories. Audience intelligence plus cinematic scale. That's incredibly exciting. We know creativity works. The Creative Dividend (Effie X System1) makes clear it's the largest single profit multiplier marketers control. And Orlando Wood at System1 has talked about what happened when the industry forgot that - a decade of salesmanship over showmanship, rational over emotional, performance over brand. This evolving version of CTV is a chance to course correct. Broadcast is dead. Not television - broadcast. The idea that you make one thing and aim it at everyone. CTV isn't that. It's something better, if you use it right. Using it right means making more, not less. Relevance at scale requires audience-specific work, which means volume and craft at the same time. That's a different creative problem than the industry has been solving. Different instincts, different process, different definition of quality. Brands and agencies that build the systems to do this - the creative operating system that holds strategy, storytelling, and production together - will have a real advantage. The brands that figure this out won't just grow. They'll actually mean something to the people they're talking to. #CTV #CreativeEffectiveness #BrandBuilding

💰Follow the Money: How CTV Budgets Shifted in the Last Two Years 📊Between 2024 and 2025, AdClarity data shows US CTV ad spend rose from about $46.9B to roughly $51.3B, up just over 9% in a single year. CTV is becoming a core line item, but it is still underrepresented versus the share of viewing time it commands. In our new article, the second in our CTV series, we break down:  • Why CTV is growing while other lines shrink  • What the attention versus investment gap signals  • How to plan CTV inside one integrated video budget for 2026 Read the full piece: https://lnkd.in/dvg9mdQn #CTV #StreamingTV #MediaStrategy #CrossMedia #AdClarity