Programmatic scale makes CTV easier to buy, but fresh creative will be key to avoiding ad fatigue.

Bite-sized news could attract younger audiences while creating fresh ad inventory, including local placements.

Multitasking and ad avoidance make creative variety, contextual targeting, and frequency control essential.

India, Brazil have more room to expand, but advertisers must weigh returns market by market.

Walmart ads climb 38% as sales cool: Its expanding retail media tools give marketers more options to reach high-intent shoppers beyond Walmart.

YouTube makes creator content look more like TV: Creator-led shows give CTV advertisers another reason to make YouTube core media.

YouTube changes how it counts views: Videos now register a view immediately, weakening headline view counts as a measure of engagement.

CTV spend holds as impressions fall: Advertisers now need to prioritize incremental reach, creative variety, and frequency management.

CTV home screens command viewer attention: High visibility and low disruption can help marketers reach viewers while they decide what to watch.

Europe’s digital advertising market trails North America and Asia-Pacific in pure dollar terms, but it’s still worth over $170 billion. And while there’s regional disparity in terms of maturity, retail media and connected TV are driving significant growth.

Nielsen to acquire DoubleVerify for $2.15 billion: The deal pairs audience measurement with verification, improving CTV accountability.

Roku beats expectations in record Q2: The results reinforce its long-term CTV position, while a Fox deal could expand its advertiser appeal.

Pinterest turns AI into ad gains: The company’s improving ad tools and commerce capabilities give marketers more reasons to include Pinterest in media plans.

Disney expands AI into CTV advertising: The move could make TV creative more accessible, but only if brands keep tight oversight and quality assurance.

Restraining order halts Paramount-WBD deal: The delay clouds 2027 ad planning as brands prepare for one seller or two.

CTV competes for budgets, but trust in measurement lags: Proof of leads and sales could help brands judge CTV alongside search and social.

Omnicom and NBCU refine CTV at Cannes: Partnership ties Acxiom data to show-level context, but must prove results beyond better targeting.

Pause ads command attention: New data shows programmatic pause-screen placements draw nearly double the attention of standard CTV ads.

Partnerships with TikTok and DirecTV aim to expand reach while challenging Amazon’s and Walmart’s hold on retail media dollars.

Netflix challenges YouTube: YouTube leads in reach and revenue, yet Netflix’s rapid ad climb boosts its appeal for brand dollars.