Olyzon & Innovid Partnership Boosts CTV Performance

Our SVP of Digital, David Nyurenberg, took the stage at Marketecture Live 2026 and "Signal vs. Static: How We Get to True CTV Transparency" is now available on YouTube! If you're navigating the CTV space and tired of murky measurement, this one's for you. David and Mario Diez from PEER39 break down what real transparency looks like and why it matters for brands serious about performance. Link in comments 👇

"The growing bets are a testament to CTV’s ability to prove its value through return on ad spend." Our Blake Hebert and Advertiser Perceptions’ John Bishop break down how brands and agencies are approaching CTV in 2026—and why it’s now at the center of total video strategy—with Marketing Dive's Aaron Baar. A few key takeaways: → CTV spend continues to rise as advertisers prove out real performance and ROI → Planning is shifting toward a more holistic “total video” approach across linear + streaming → Expectations are higher than ever—especially around measurement, transparency, and simplicity → Momentum is building at the local and regional level, where CTV is becoming more accessible and actionable. #CTV #Local #BrandMarketing https://lnkd.in/eW-ASdRz

Our Blake Hebert joined TVREV for a Q&A to break down what’s happening in CTV right now — and one thing is clear: convergence isn’t a trend, it’s the new operating model. Advertisers aren’t testing CTV anymore — they’re scaling it. Nearly 70% plan to increase spend, with budgets up an average of 17% as CTV proves its value across the full funnel. And the big unlock? Local. CTV is opening the door for regional and local advertisers to access premium video with both precision and performance — something that simply wasn’t possible before.  #CTV #Local #Innovation Take a read 👇 https://lnkd.in/ejpStyNi

🧠 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

Premium CTV doesn’t always mean programmatic. At Marketecture Live III, Ari Paparo from Marketecture Media joins Philip Inghelbrecht, Co-Founder & CEO at Tatari, Bill Murray, Head of Growth and Performance at Warner Bros. Discovery, and Michael Reidy, Senior Vice President, Ad Sales at NBCUniversal. The most valuable inventory is still often unlocked through direct relationships, and while programmatic brings efficiency, direct buys continue to deliver where scale and reach matter most. This isn’t a choice between two paths. The real advantage comes from knowing when to use each and how they work together to maximize outcomes.

We’ve already done the heavy lifting of modernizing advanced TV + CTV buying—so your team doesn’t have to live in spreadsheet purgatory. Instead of stitching together vendors, tabs, and guesswork, you get audience-first, data-driven TV + CTV proposals that show you exactly who you’ll reach, where you’ll reach them, and at what cost—before a single spot hits the air. It’s a clear, scalable playbook for what’s next in TV and cross-screen media, built to line up with the same audience segments you’re already using in digital. As you sketch out your H2 ’26 plans, make sure Centriply’s Local TV + CTV solutions are on the media plan, not the “maybe later” list—so your team can move from “let’s test TV” to “let’s prove TV.” Turn traditional campaigns into fast, efficient, measurable reach machines that extend your digital audiences onto linear and CTV, unlock local inventory, and connect impressions to real outcomes—foot traffic, sales lift, and ROI—across every location that matters. #itainteasywejustmakeitlookthatway #wefindyouraudiences #Streaming #advancedTV #PerformanceTV #linearTV #crossscreenmeasurement #advertising #TV+CTVadvertising #AdTech #AudiencedrivenTV #datadrivenTV #media #activation #MediaBuying #cpgmedia #reach #attribution #outcomemeasurement

Excited to see this partnership between Olyzon and Innovid go live. 👀 One of the structural challenges in CTV today is that decisioning and measurement still operate in silos. Planning tools try to predict where value will come from, while measurement tries to understand performance after the fact. Bridging that gap is critical if we want TV investment to become more transparent, measurable, and accountable. By combining Olyzon’s predictive CTV decisioning with Innovid’s independent cross-platform measurement, we can start connecting planning signals with independently measured outcomes. In practice, this allows advertisers to: ✅ validate incremental reach across CTV and linear ✅ control cross-platform frequency through deduplicated measurement ✅ connect pre-campaign decisions with real post-campaign performance This is an important step toward closing the loop between signal, activation, and business impact in TV advertising. Big thanks to Patrick Rubin and the Innovid team for the collaboration, and to the Olyzon team who worked behind the scenes to make this partnership happen.

Q2 is all about balance in #ConvergedTV 📺 With tightening linear supply, rising CTV momentum, and surging sports demand, success comes down to agile, cross-screen planning. The brands that win will be the ones that think beyond silos and focus on total performance. Read insights from Susan Rupert, Rainstorm Direct’s Vice President of Media, on what’s shaping the marketplace this quarter here: https://lnkd.in/gfaeAp6m

Excited to share a must‑read perspective from our VP of Media, Susan Rupert, on what’s shaping the Q2 Converged TV marketplace. She breaks down the tightening linear TV marketplace, the momentum of CTV as a scaled performance engine, and the growing influence of cross‑platform sports on investment strategy. Her perspective highlights why a true converged TV approach is becoming essential for brands looking to maximize reach, efficiency, and measurable outcomes this quarter.

The first DSPs were built for a very different world. They were designed to move remnant display inventory. Cheap impressions. Banner ads. Performance arbitrage. Speed and scale mattered more than the viewing environment. Then CTV arrived. Instead of rebuilding the infrastructure for television, the industry pushed TV through the same pipes built for display. Suddenly, premium programming was being bought the same way banner ads were. That changes how TV gets valued. You stop buying programming and start buying audience pools. You optimize impressions instead of respecting the viewing experience. That isn’t modernization. It’s digitizing around television instead of upgrading it. If the technology treats premium video like banner inventory, it probably wasn’t built for CTV in the first place. #ConnectedTV #CTVAdvertising #Programmatic #AdTech #StreamingTV #FutureOfTV #OnTheSpotMedia