WunderKIND Ads announced an integration with Yahoo DSP Thursday that will unlock scalable access to Wunderkind’s connected TV (CTV) pause ad inventory through private marketplace (PMP) deals. Wunderkind’s and Yahoo DSP’s integration delivered a 12.6% lift in purchase intent for what the announcement refers to as a “leading luxury retailer”; an almost 10% lift in brand favorability; and a 28% more cost-effective CPC than the retailer’s holiday average. Those using Yahoo DSP can now take advantage of Wunderkind’s high-performing pause ads, unlocking scalable access to formats proven to lift purchase intent, strengthen brand perception, and drive more efficient results.

Creative supply-side platform TripleLift announced an expansion of its programmatic pause ads offering on Thursday, giving publishers a one-stop shop for scaling the innovative connected TV (CTV) ad format. Investing in new capabilities like TripleLift’s expanded programmatic pause ad opportunity will prove critical as the format continues to drive measurable action. But as more brands turn to pause ads, those that stand out will be the ones who listen to user preferences.

The Trade Desk’s connected TV (CTV) operating system, Ventura, is entering a crowded market dominated by giant tech players like Amazon—but TTD views the operating system as a yearslong bet on increasing transparency in the CTV market, senior vice president of Ventura Matthew Henick told EMARKETER. Big Tech’s hold on the CTV operating system space will persist for some time, but Ventura hints at trends that could disrupt that dominance. TTD’s push to improve transparency and addressability for both publishers and advertisers taps into a growing discontentment with the Big Tech status quo.

DirecTV has launched on Vizio Smart TVs, broadening its reach and opening fresh advertising opportunities for brands, the companies announced Monday. DirecTV’s expansion into Vizio’s smart TVs dramatically widens its streaming footprint and gives advertisers a more measurable, performance-driven environment.

The news: Magnite today introduced pause ads across several streaming providers, including DirecTV, Fubo, and Dish Media, to capitalize on the momentum of pause ads as a key opportunity to engage and convert connected TV (CTV) viewers. Our take: Pause ads have demonstrated their worth in the quickly growing CTV landscape—but those who see the most success with the format will be the ones who innovate before pause ads become standard practice.

PubMatic has launched an AI-powered Live Sports Marketplace to enhance the value of live sports advertising by placing programmatic ads at high-engagement moments. The platform uses real-time signals—from viewer behavior to game dynamics—to time ads for maximum impact. With partners including FanServ, Roku, and major leagues like the NBA and MLB, the marketplace consolidates fragmented inventory across platforms. As digital sports viewership overtakes linear, and programmatic CTV spending continues to rise, PubMatic’s innovation offers flexibility, scale, and precision in a format where timing is everything. Advertisers gain tools to optimize performance at the moment audiences are most engaged.

DirecTV wants a piece of the post-Venu streaming world: The pay TV provider is repositioning itself, but pricing could be a hurdle.

Venu Sports is officially dead: Disney, Warner Bros. Discovery, and Fox are scrapping the controversial sports streaming service to focus on existing products.

DirecTV and Dish challenge the Disney-Fubo merger: Legal fight over Venu Sports launch highlights antitrust concerns in sports streaming.

Comcast’s streaming ad platform aims for SMBs: Universal Ads will launch with partners like Roku and WBD as competition for SMBs increases.

There won’t be a Dish-DirecTV merger: Debtholders quashed the deal, which would have helped buy time to stave off linear’s decline.

There won’t be a Dish-DirecTV merger: Debtholders quashed the deal, which would have helped buy time to stave off linear’s decline.

DirecTV and Dish Network attempt to claw back linear TV’s power: A proposed merger would create a pay TV giant that could help it in carriage negotiations.

In part two of this two-part podcast episode, we discuss why China and ByteDance might blink and sell TikTok to a US company, why a law around children's online safety will get passed, and what will happen if Dish Network and DirecTV merge. Tune in to the discussion with host Marcus Johnson, and analysts Ross Benes, Evelyn Mitchell, and Max Willens.

DirecTV bends the knee to Disney: After a major blackout, the pay TV provider is offering a path to join Disney+ and Hulu.

Charter Spectrum will offer Max to its customers: A carriage deal with Waner Bros. Discovery continues the trend of streamers winning out in pay TV negotiations.

DirecTV signals a broader pay TV battle with Disney: The company filed an FCC complaint against Disney for anticompetitive practices regarding carriage fees.

Disney’s carriage fee dispute game plan: The company blocked access to ESPN and more for DirecTV customers, flexing its power over pay TV providers.

Despite the rise of connected TV, over-the-air programming remains a vital part of the television ecosystem, engaging millions of viewers outside the scope of big data. Learn how comprehensive measurement strategies can ensure that every viewer counts, no matter how they choose to watch.

New data sets, often referred to as big data, are revolutionizing the way we understand television viewing patterns. Find out how these insights are benefiting both buyers and sellers in the media industry.