Advertisers are increasing their upfront commitments, particularly for connected TV.

Amazon’s new smart TVs will disrupt both the connected TV (CTV) and TV measurement industries: Amazon Fire TV is already a major player, but its new CTV lines will let it take advantage of the ongoing fracturing of TV measurement.

Roku is helping Shopify merchants deploy CTV ad campaigns: The move will increase the total addressable market of Roku’s ad platform, while also increasing accessibility for SMBs.

In North America, TV is the dominant screen for viewing OTT video content, accounting for 82% of time spent on the activity in Q2 2021.

According to a January 2021 survey of US data professionals by the Interactive Advertising Bureau (IAB), US marketing industry companies spent $1.1 billion on third-party audience data for advanced TV channels in 2020, a 54.2% year-over-year (YoY) increase. The IAB defines advanced TV as an umbrella category that includes several types of technological enhancements of TV advertising.

On today's episode, we discuss Google's Q2 performance, how YouTube got on, and why the tech giant continues to accelerate. We then talk about YouTube improving its CTV ad offerings, what GDPR taught us about privacy upheavals, and why CMOs need to demonstrate the value of their work now more than ever. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

Addressable, programmatic, OTT and interactive are all subsets of advanced TV. Automatic Content Recognition (ACR): Technology that tracks what people watch on internet-enabled TVs. Marketers use this data to measure which programs and ads viewers see.

Nonetheless, more respondents expected to increase their spending on OTT (42%) than on any other advanced TV option, including vMVPDs (36%), data-driven linear TV (28%), and addressable linear TV (25%).

Growth in programmatic display ad spending was resilient in 2020, thanks in large part to the shift from brick-and-mortar to digital retail. Rajeev Goel, co-founder and CEO at supply-side platform PubMatic, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin for the last episode of The Ad Platform to discuss which industries are increasing ad spending fastest, how advertisers are reacting to less Identifier for Advertisers availability, and why momentum in connected TV is exciting.

Roku soars at the upfronts: Advertisers’ upfront spending commitments with the platform doubled from last year, as interest in CTV continues to rise.

On today's episode, we discuss what to make of YouTube ad impressions moving over to TV screens, our connected TV ad spending estimates, and how to make TV ads more actionable. We then talk about what's driving Amazon's ad business, whether NBCUniversal can get primetime TV ad rates for slots on Peacock, and what impact Nielsen's new Podcast Ad Effectiveness+ solution will have. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

Advanced TV: Television paired with technology that allows for new features, components, or uses. Addressable TV, programmatic TV, and OTT are all subsets of advanced TV. Automatic content recognition (ACR): Technology that tracks what people watch on internet-enabled TVs. Marketers use this data to measure which programs and ads viewers see.

eMarketer forecasts that retail media and connected TV (CTV) will be among the fastest-growing digital ad channels this year. Jed Dederick, senior vice president of global client and agency development at demand-side platform The Trade Desk, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what the firm has learned over the course of the pandemic, what buyers want from CTV and retail media, and why resolving the identity crisis is so important.

For the first time, we have broken out the portion of US upfront digital video ad spending that goes to connected TV (CTV). This year, advertisers will increase their upfront CTV video ad spending by almost 50% year over year to $4.51 billion.

Digital advertisers know that media quality isn't a given with fraud and other nonviewable impressions plaguing the market for years. Tony Marlow, CMO at measurement firm Integral Ad Science, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the company's latest media quality benchmarks, what the industry's top priorities are for the year, and how viewable video is across devices.