This FAQ addresses the dynamics marketers must navigate as CTV crosses key tipping points against linear TV.

Media habits keep evolving as digital gains ground faster than traditional declines. Video is absorbing more attention, screens are doing more of the work, and the central battle is for a share of limited consumer time.

Roku wins in Q4 with $1.4 billion in revenues and 145.6 billion streaming hours, cementing its CTV scale and ad growth edge.

Amazon’s Twitch platform is testing pause ads as 51% of viewers act on them, betting on less intrusive formats to drive livestream reach.

Super Bowl ads still spark buzz, but fragmentation and $8 million costs push marketers to second-screen, social, and CTV plays.

PubMatic addresses publisher concerns with AI Insights, a tool that reveals buyer, DSP, and inventory trends to clarify where demand and value move.

Performance TV drives growth, but weak transparency undermines trust--meaning marketers should be selective about partners and prioritize contextual targeting.

A major streaming asset sale could reshape the CTV ad market. Bundling would concentrate demand and lift CPMs, while a no-deal would keep fragmentation high. Either way, platform fortunes will diverge.

YouTube is pulling close on reach, but traditional TV still delivers stronger engagement. As viewing shifts across screens, marketers face a growing tradeoff between scale and attention, and they must rethink how YouTube and TV fit together in video plans.

Streaming takes nearly half of TV viewing in a new record, driven by sports and major cultural hits, proving live events still dominate TV.

YouTube expands shoppable CTV ads with Google Demand Gen, with new units aiming to convert passive viewing into action without feeling intrusive.

Magnite and MNTN are partnering to expand access to live streaming ads in an integration that opens live inventory to performance marketers new to TV.

Nearly 30% of US marketers prioritize demographic targeting for CTV ads, almost three times more than contextual approaches, according to July 2025 data from Gracenote.

Mexico’s digital ad market is rapidly transforming as new formats, channels, and players emerge. Understanding the local market forces, challenges, and opportunities driving these shifts is vital to staying competitive.

Pinterest shifts to yield; its leadership change reinforces focus on performance, commerce, and higher ARPU.

Brazil’s digital ad market continues to transform as new formats, channels, and players emerge. Understanding the local market forces, challenges, and opportunities driving these shifts is vital to staying competitive in the country’s fast-evolving landscape.

This FAQ outlines what marketers need to know to connect with Gen Z.

Digital keeps growing, but differently; slower growth rates signal market maturity, forcing marketers to prioritize mix, performance, and flexibility.

Golden Globes TV audiences dipped 7% YoY while social buzz hit a record 43M reactions—requiring marketers to adapt.