On TV & Video Archives | AdExchanger

The Illusion Of Complexity: How CTV’s Power Brokers Keep Publishers In The Dark

AdExchanger Guest Columnist — Thu, 13 Nov 2025 05:27:40 +0000

Connected TV advertising is thriving, but the foundation below it is starting to crack. Publishers produce the content that makes streaming valuable, yet they carry the heaviest burden and earn the smallest share. Meanwhile, OEMs and streamers have tightened control of distribution and data. What began as a basic imbalance between supply and demand has […]

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New Channel, Same Old Tricks: How Legacy Web Tactics Are Undermining CTV Advertising

AdExchanger Guest Columnist — Tue, 16 Sep 2025 04:35:17 +0000

The TV landscape is changing under our feet. Streaming has finally surpassed broadcast viewership, and it’s unlikely the wheel will ever turn back. Amid this shift, advertisers have gotten loads of advice on how to reach their audience. The streaming landscape has some very large household-name players, but overall it is very fractured. FAST channels […]

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From Branding To Action: Best Practices For Using QR Codes In Performance CTV

AdExchanger Guest Columnist — Fri, 12 Sep 2025 04:35:26 +0000

At the most recent NewFronts, TV manufacturers Samsung and LG and Fox-owned streaming service Tubi all talked about integrating QR codes into their ad offerings. The technology, which grew in prominence to provide menus and other information during COVID-19, is making a marketing comeback. Will QR codes really be the tech that finally makes TV […]

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Live Sports Wins Direct Deals, But The CTV Scatter Market Is Perfect For Programmatic

AdExchanger Guest Columnist — Mon, 08 Sep 2025 04:35:03 +0000

With the razzle-dazzle portion of the upfronts long over, the ad industry is now learning the impact of those presentations. Early indications forecast softer upfront deals than in years past, but what we’re seeing is more complicated than that. Live sports remains one of the hottest commodities, with NBC boasting its biggest sports upfront ever. […]

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Don’t Break The Funnel: Why OLV Still Matters In A CTV-First World

AdExchanger Guest Columnist — Thu, 21 Aug 2025 04:35:29 +0000

In a market increasingly dominated by premium streaming environments and evolving measurement standards, some marketers believe they’re still getting the full value from online video (OLV). But they’re not. As buying behavior shifts to match newly defined placement types, many are unknowingly investing less in the formats that once delivered reliable performance. The latest IAB […]

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CTV Is Not A One-To-One Channel, So Stop Buying It Like One

AdExchanger Guest Columnist — Wed, 09 Jul 2025 04:35:51 +0000

The advertising industry continues to buy connected TV the wrong way. We have carried over one-to-one programmatic logic from display and online video into a channel that behaves nothing like them. CTV is not a personal screen; it is a household screen. Treating it like a digital channel has led to inefficiency, waste and false […]

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Linear TV Is About To Go The Way Of Radio. That’s A Good Thing

AdExchanger Guest Columnist — Mon, 09 Jun 2025 04:35:38 +0000

Ad agency holding companies are ruthless at prioritization. These massive organizations command so much of the world’s advertising budgets that they need to put resources behind the biggest markets while simultaneously seeking cost reductions in other areas. All of this is in service to the bottom line. Now cost reduction is coming for one of […]

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NBA’s Local Ratings Slump: A Symptom Of The Shift From Cable To Streaming

AdExchanger Guest Columnist — Tue, 27 May 2025 04:35:38 +0000

The 2024-25 NBA season has been one for the ages. The Eastern Conference saw the rise of the Cleveland Cavaliers to the No. 1 seed and the Detroit Pistons winning 30 games more than last season. Out West, we saw a bombshell trade (Luka to the Lakers … really?) and an exciting playoff race that […]

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Google’s “Other” Problem: The Hidden Costs Of Ad Opacity

AdExchanger Guest Columnist — Thu, 24 Apr 2025 04:35:36 +0000

“Other” is the natural enemy of any marketer pursuing a unified standard of transparency across premium video advertising. On every major video platform, the media seller knows the full details of an ad buy. When they choose to label any significant portion of that activity as “other,” it’s a deliberate decision to withhold information for […]

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Closing The CTV Outcome Data Gap: Unlocking Smarter Optimization Strategies

AdExchanger Guest Columnist — Mon, 07 Apr 2025 04:35:37 +0000

Cintia Gabilan will be speaking at Programmatic I/O in Las Vegas from May 19-21. Click here to register. The connected TV (CTV) advertising industry has made great strides in targeting, automation and measurement, but it still lags behind social platforms in one critical area: optimizing campaigns based on outcome data. Unlike the large social platforms, […]

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