CTV Archives | AdExchanger

NBCUniversal Is Hoping Live Sports Keeps Delivering Advertising Wins

Victoria McNally — Thu, 29 Jan 2026 19:26:33 +0000

Sports content is significant part of NBCUniversal's streaming growth, and political tensions could impact its upcoming broadcasts.

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Xumo Gets Direct With The Trade Desk

Alyssa Boyle — Thu, 29 Jan 2026 15:00:37 +0000

Supply-path optimization may not be the trendiest three-letter acronym in ad tech anymore, but the SPO trend is still playing out – especially in the CTV category. Which explains why Xumo, the TV and streaming distributor jointly owned by Comcast and Charter, announced on Thursday that it is integrating with OpenPath, The Trade Desk’s direct-to-publisher […]

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AI Is Rewriting The CTV Advertising Playbook

Alyssa Boyle — Fri, 23 Jan 2026 14:45:00 +0000

Despite deepening consumer distrust of AI content, marketers and streamers are embracing AI-powered products. Now, generative AI is complicating the already rather bloody streaming wars.

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You’re Not Imagining It – There Are More Shoppable CTV Ads On YouTube Now

Victoria McNally — Thu, 22 Jan 2026 17:00:22 +0000

YouTube has spent the past seven months iterating and then quietly rolling them out to buyers via Google’s Merchant Center (GMC) platform. Starting Thursday, those formats will officially roll out to all of Google’s Performance Max and Demand Gen campaigns.

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Netflix Doubled Its Ad Revenue Last Year – And Expects To Do The Same In 2026

Alyssa Boyle — Wed, 21 Jan 2026 00:35:34 +0000

Netflix dropped two sets of numbers on the same day: its 2025 full-year earnings and a revised offer for Warner Bros. Discovery. During a call with investors, Netflix boasted that it beat its revenue expectations for last year, ending 2025 with $42.5 billion in revenue, a 16% year-over-year jump.

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Comscore Is Going All In On Cross-Channel, Content-Level Measurement

Victoria McNally — Tue, 13 Jan 2026 19:12:13 +0000

Content is still king – so long as you measure it correctly, Comscore’s Chief Commercial Officer Steve Bagdasarian told AdExchanger at CES 2026 in Las Vegas.

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Amazon Ads Shares Interactive Video Best Practices At CES 2026

Anthony Vargas — Fri, 09 Jan 2026 21:55:29 +0000

Interactive video ads make more of an impact than you might expect, according to new research by Amazon Ads and Publicis Media. But when it comes to interactivity, “Simplicity is key,” said Maggie Zhang, head of global video measurement GTM at Amazon Ads, during a chat with AdExchanger at CES 2026. Viewers overwhelmingly prefer straightforward […]

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Interactive CTV Ads Were Mostly Talk – Until Now

Victoria McNally — Fri, 09 Jan 2026 12:16:22 +0000

For years, interactive CTV advertising was the star of industry demos – promising, flashy and mostly theoretical. In 2025, they finally made the leap from proof of concept to practice.

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Disney Is Leaning Into Brand-Building Tools Using – You Guessed It! – AI

Victoria McNally — Thu, 08 Jan 2026 02:01:28 +0000

If there’s one thing Disney knows how to do well, it’s brand-building. Now, the massive media conglomerate is developing new tools specifically designed to help its advertising clients do the same.

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No Waiting for May – CES Is Where The TV Upfront Season Starts

Victoria McNally — Mon, 05 Jan 2026 06:00:14 +0000

If any single event can be considered the jumping-off point for TV upfronts, it’s the Consumer Electronics Showcase (CES), which kicks off this week in Las Vegas, Nevada.

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