On TV & Video Archives | AdExchanger https://www.adexchanger.com/category/on-tv-and-video/ News and Views on Data-Driven Digital Advertising and Marketing Mon, 13 Apr 2026 19:32:49 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.1 https://www.adexchanger.com/wp-content/uploads/2023/12/cropped-adx-icon-1-32x32.png On TV & Video Archives | AdExchanger https://www.adexchanger.com/category/on-tv-and-video/ 32 32 Why CTV Is Becoming The First Real Test Of Agentic Advertising https://www.adexchanger.com/on-tv-and-video/why-ctv-is-becoming-the-first-real-test-of-agentic-advertising/ Mon, 13 Apr 2026 04:35:13 +0000 https://www.adexchanger.com/?p=456143 Connected TV demand is strong, budgets are growing and premium inventory continues to command attention. Yet, for publishers, the growth of CTV has complicated how deals get done. That’s because CTV never fit cleanly into campaign execution models built for RTB-based trading. Programmatic trading introduced efficiency for commoditized inventory, but CTV has always been defined […]

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]]> Why Ads.txt Needs To Evolve For Connected TV https://www.adexchanger.com/on-tv-and-video/why-ads-txt-needs-to-evolve-for-connected-tv/ Mon, 16 Mar 2026 04:35:28 +0000 https://www.adexchanger.com/?p=454036 There is an ongoing effort in Connected TV to clean up the supply chain. Much of that effort has taken the form of subjecting resellers to heightened scrutiny, privileging certain endpoints and collapsing supply into a smaller number of proprietary pipes. The underlying assumption is that complexity itself is the problem. But complexity is not […]

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]]> Why Amazon Is Gaining Ground In CTV And The Trade Desk Is Losing Its Lead https://www.adexchanger.com/on-tv-and-video/why-amazon-is-gaining-ground-in-ctv-and-the-trade-desk-is-losing-its-lead/ Wed, 04 Mar 2026 05:35:34 +0000 https://www.adexchanger.com/?p=453256 CTV advertising is booming, with the channel growing by 13% in 2025 to $26.6 billion and projected to hit $51 billion by 2029. In this environment, you’d expect to see sustained overperformance from The Trade Desk, a CTV aggregator with video representing a high-40s percentage of its business. But for some time now, TTD has […]

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]]> Local Media Needs Consolidation To Compete, But An Outdated Legal Standard Stands In The Way https://www.adexchanger.com/on-tv-and-video/local-media-needs-consolidation-to-compete-but-an-outdated-legal-standard-stands-in-the-way/ Thu, 19 Feb 2026 05:35:37 +0000 https://www.adexchanger.com/?p=452257 When I was a kid, my dad ran a small local business. Like countless owners, he depended on local broadcast media to reach customers, build trust in the community and keep the lights on to support our family.  That connection between local media and local livelihoods left a lasting impression on me and pulled me […]

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]]> Cleaning Up CTV Supply: A Publisher’s Guide To Reducing Ad Fraud https://www.adexchanger.com/on-tv-and-video/cleaning-up-ctv-supply-a-publishers-guide-to-reducing-ad-fraud/ Mon, 09 Feb 2026 05:35:01 +0000 https://www.adexchanger.com/?p=451576 Despite the massive shift of eyeballs from linear to streaming content, concerns over ad fraud have some major advertisers reluctant to commit large portions of their budgets to CTV. Meanwhile, with the rapid growth of streaming viewership, CTV publishers have had their hands full, managing everything from programming and production to distribution contracts and relationships […]

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]]> Why ‘Performance CTV’ Is A Misnomer: TV Works Best As A Full-Funnel Channel https://www.adexchanger.com/on-tv-and-video/why-performance-ctv-is-a-misnomer-tv-works-best-as-a-full-funnel-channel/ Thu, 05 Feb 2026 05:35:03 +0000 https://www.adexchanger.com/?p=451240 As advertising has become increasingly obsessed with “outcomes,” nearly every channel has been re-cast as a performance channel. CTV is no exception.  Now, “Performance CTV” has emerged as a convenient shorthand that oversimplifies how television actually drives value. As innocent and aspirational as it may seem, there are numerous flaws with the term “Performance CTV.” […]

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]]> The Illusion Of Complexity: How CTV’s Power Brokers Keep Publishers In The Dark https://www.adexchanger.com/on-tv-and-video/the-illusion-of-complexity-how-ctvs-power-brokers-keep-publishers-in-the-dark/ Thu, 13 Nov 2025 05:27:40 +0000 https://www.adexchanger.com/?p=446772 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 https://www.adexchanger.com/on-tv-and-video/new-channel-same-old-tricks-how-legacy-web-tactics-are-undermining-ctv-advertising/ Tue, 16 Sep 2025 04:35:17 +0000 https://www.adexchanger.com/?p=443215 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 https://www.adexchanger.com/on-tv-and-video/from-branding-to-action-best-practices-for-using-qr-codes-in-performance-ctv/ Fri, 12 Sep 2025 04:35:26 +0000 https://www.adexchanger.com/?p=442977 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 https://www.adexchanger.com/on-tv-and-video/live-sports-wins-direct-deals-but-the-ctv-scatter-market-is-perfect-for-programmatic/ Mon, 08 Sep 2025 04:35:03 +0000 https://www.adexchanger.com/?p=442452 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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