Thanks to Realize for partnering with us on Performance Enhancer. More from #IABNewFronts extending CTV campaigns beyond the screen and connecting them to measurable outcomes, as expectations shift toward greater accountability and collaboration. IAB Taboola

OTT.X is convening leaders across platforms, publishers, brands, agencies, and ad tech for advertising roundtables focused on solving key challenges across the CTV advertising ecosystem. The session will be moderated by Craig Heiting, CRO of AdGood Foundation, and structured as an off-the-record working forum designed to move beyond discussion and focus on practical industry alignment. Together, participants will explore ways to improve interoperability, strengthen measurement standards, and reduce friction across the CTV advertising value chain. 📍 Los Angeles + Virtual 📅 March 27 🔗 More information & registration: https://www.ottx.org/ads/

CTV's conversion gap: why advertisers still can't close the loop on the big screen: IAB Europe's CTV Working Group says cross-device attribution and fragmented identifiers still block CTV's shift from brand to performance channel in 2026. https://bit.ly/47K6RGm

CTV ad spend hits $38B as 70% of advertisers increase budgets by 17%. Creators who launch channels now will ride the wave, not ...

Huge news for Olyzon 👀 We're officially partnering with Innovid, and this one means a lot to me. When we started Olyzon, the core belief was simple: CTV advertising is broken because decisioning and measurement live in silos. Advertisers fly blind: they don't know where their ads ran, whether reach was truly incremental, or if it drove real outcomes. This partnership changes that. By combining Olyzon's predictive CTV decisioning with Innovid's independent cross-platform measurement, we're finally closing the loop between signal, activation, and business impact, without requiring any changes to existing buying workflows. For advertisers, this means: ✅ Incremental reach validation across CTV & linear ✅ Deduplicated frequency control ✅ Pre-campaign decisions connected to real post-campaign outcomes Proud of the teams on both sides who made this happen. And grateful to Emmanuel Bard and Ingrid Couasnon for building something worth partnering on. None of this without Patrick Rubin Guy Kuperman Bill Wise Full announcement in comments 👇

The inventory dilution problem I caught Dave Sargent’s recent take on the "metrics that matter" in CTV, and his frustration with inventory dilution. In an environment where audiences are spread across so many different screens and platforms, the industry has developed a bad habit of over-complicating things with jargon to hide a simple truth: most CTV "targeting" is still just a best guess at a household proxy. No one wants to buy into opaque targeting or a list of vague outcomes. The real challenge is knowing that the high-production environment you’re paying for is actually reaching a person, rather than just serving an ad to a powered-on device in an empty room. Treating the living room as the output 🏡 At Covatic, we’ve focused on the "activation layer" Dave highlighted. Instead of relying on broad household profiles, we look at the real-time activity within the home to identify who is actually in front of the screen. It’s about bringing digital-level precision to the big screen. This is what we mean by treating the living room as the output: validating the viewer is there before the ad ever serves. This level of person-level precision is how we reinforce the value of CTV inventory in 2026. By moving toward a privacy-forward, authenticated model, we ensure the ecosystem remains resilient. Proving the individual viewer is no longer optional: it’s the new standard for high-production media. If you can’t account for who is in the room, the inventory is just diluted. Read the full interview on VideoWeek ⬇️ https://lnkd.in/eAgESXaK #CTV #Measurement #AdTech Mindshare

Solving the inventory dilution problem requires a fundamental shift from broad household proxies to verifiable, person-level precision. In an environment where audiences are increasingly fragmented, we are focused on providing the activation layer needed to reinforce the value of CTV and keep the media ecosystem resilient. Leave a comment, message us or book a meeting above if you'd like to learn more about Covatic Sense : https://lnkd.in/e4qkMGYn

Almost half of all CTV advertisements are the same 15- and 30-second spots viewers have been seeing since the 1980s. 📺 🤯 Advertisers running the same old formats on new devices are missing out on an incredible opportunity to run impactful, innovative campaigns built for CTV, with new formats that really resonate with their audiences. Get our latest report, The Architecture of Attention: Why Nonstandard CTV is the New Standard for Impact, and start building for impact and performance. 🔗 https://hubs.li/Q049fyNN0 #SSP #CTV #AdTech #DigitalAdvertising #CTVAdvertising

🚨New From AdImpact: Local CTV Ad Trends Report AdImpact analyzed 51,100+ local CTV advertisers across all 210 U.S. markets for the full year 2025. What the data reveals should change how you plan the rest of 2026. Report link in the comments. This report gives you insight into: • What impression and delivery trends signal about market competition • How category rankings shift by market size — and what that means for where you buy • Which 2026 demand events will tighten local CTV inventory — and which markets face the most pressure Check out the report in the comments below.

Really proud of this report and the team behind it! CTV is moving fast, and the 2025 data tells a story most buyers haven’t accounted for yet. Small markets overdelivering. The best CPM quarter getting disrupted. Political dollars pricing out commercial buyers in H2. The right intelligence changes how you plan. This is a good place to start.