Connected TV (CTV) is booming in households and becoming significantly more important for advertisers.

The news: Amazon’s Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access. Our take: While big brands may still favor premium guarantees, Amazon’s shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale—it’s redefining what CTV access looks like in 2025.

Retail and commerce media were huge topics at last year’s Cannes Lions festival, and this year, the festival is doubling down on the channel by introducing a new retail media sub-category in the Media Lions and Creative Commerce Lions awards. However, “the tone is definitely shifting” as the industry matures—and faces the threat of tariff-related impacts, according to our analyst, Sarah Marzano.

The news: National TV ad revenues will fall 11.4% this year, hitting $35.3 billion, while streamers are expected to rise 26% to $7.8 billion, per a Madison and Wall projection reported by MediaPost. Our take: Advertisers should continue shifting strategies to align with viewing habits and consumer behaviors—but remain cautious about complete CTV adoption, as opaque ad placements and looming economic pressures spell an uncertain future.

LinkedIn doubles down on B2B video and CTV: New tools help marketers capture attention and drive full-funnel impact.

The news: The Interactive Advertising Bureau (IAB) gave a glimpse of the TV (CTV) advertising’s future at its IAB Tech Lab event—and proved that pause ads are leading the way. Advertising leaders said they offer the best user experience, were most likely to scale with standardization, and provided the greatest increase in ad spend. Our take: The future of CTV advertising will rely on whether advertisers can implement non-intrusive formats that capture attention. Pause ads are positioned to drive action—but advertisers must reimagine their creative strategy to capitalize on this potential.

Disney introduces perks programs for Disney+, Hulu: The programs aim to entice new subscribers and keep existing subscribers around if budgets tighten.

Prime Video offers show-level ad reporting: The move positions it as a testing ground for streaming’s evolution, where transparency matters as much as viewer data.

Fubo debuts biddable pause ads: The move is the first time a CTV platform has offered biddable pause ads, but will require rapid scaling to remain effective.

Inside Amazon’s partnerships with InfoSum and Magnite: The new integrations highlight Amazon’s goal to be an essential platform for advertisers.

On today’s podcast episode, we discuss the potential of Amazon’s new Buy for Me feature, which of its new CTV ads will make the biggest impact, and how much tariffs might slow down the online shopping giant. Join Senior Director of Podcasts and host Marcus Johnson, Senior Director of Briefings Jeremy Goldman, and Analyst Rachel Wolff. Listen everywhere and watch on YouTube and Spotify.

Retail media ad spending in France, Germany, and the UK continues to rise, outpacing all other ad formats. The space is developing rapidly despite fragmentation and a lack of standards.

54% of global marketers are slashing ad spend, says Nielsen: The need for adaptability, rather than bigger budgets, is more prominent than ever.

On today’s special edition podcast, EMARKETER analysts Sarah Marzano and Max Willens explore how commerce media is reshaping advertising—covering platform innovation, measurement, and its overlap with CTV and social—before a fireside chat with Chase Media Solutions’ Lauren Griewski. Recorded live at the EMARKETER Commerce Media Trends 2025 virtual summit on May 9th. Listen wherever you find podcasts, or watch on YouTube and Spotify.

YouTube introduces new offerings for ads, podcasts: The platform aims to highlight its ability to reach audiences with unmatched versatile content options.

Netflix's ad tier reaches 94 million as it looks to genAI to continue its trajectory: The data suggests Netflix is positioned for sustained streaming market leadership.

YouTube strikes deal to broadcast first game of the NFL season: The move responds to fans embracing digital for sports and presents an opportunity for advertisers.

FAST shows no signs of slowing down: From the Roku Channel to Tubi, FAST continues a path of acceleration that will be bolstered by economic uncertainty.

Amazon debuts three new CTV ad formats: The updates are part of Amazon’s Prime Video ads push and promise to help brands reach highly engaged audiences.

Insights from IAB NewFronts: Streaming and AI innovation are transforming marketing—but in a period of rapid change and economic unrest, adaptation is key.