Upfronts are shifting as connected TV ad buys overtake primetime linear for the first time. Advertisers are pushing for performance—not just reach—and premium live content will command high ad prices.

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.

Live sports is drifting from linear TV to fragmented streaming. That’s raising costs, confusing viewers, and forcing leagues and advertisers to navigate new tradeoffs between reach, revenues, and shifting time spent.

Hulu + Live TV and Fubo have struck a deal that will see the streaming platforms merge into a live TV streaming business after initially announcing an acquisition in January. Brands will benefit from access to growing subscribers and vast sports audiences that increasingly embrace digital, as the platforms combine scale with innovative ad formats.

Fubo is launching Fubo Sports, a “skinny” standalone sports streaming bundle with a lower cost than its existing plans and pay TV competitors. The bundle offers access to more than 20 sports-focused channels, including ESPN Unlimited, per Variety. If Fubo leans into being a low-cost, high-intensity sports hub, it can carve out a profitable niche, even if it lags behind in subscriber count and scale. <p>But without more exclusive rights or differentiation, Fubo Sports could risk being seen as a less complete version of other bundles.</p>

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.

The news: Sports-centric streaming service Fubo has agreed to pay $3.4 million to settle a lawsuit claiming it illegally distributed customers’ personal data to advertisers without consent. The lawsuit alleged that Fubo went against the Video Privacy Protection Act (VPPA) in 2023 by collecting personally identifiable information (PII), including data on consumers’ viewing history and location, and sharing this information with third party advertisers. Our take: Fubo’s lawsuit echoes growing concerns over how platforms approach data privacy and questions over the legality of using sensitive information to serve personalized ads—requiring that advertisers shift their strategies.

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.

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.

Sports drives growth for Disney and Fubo: Both saw success in recent months, largely attributed to their merger and emphasis on sports content.

Warren urges DOJ to investigate Disney’s Fubo acquisition over competition concerns: The senator warns the deal could eliminate a key streaming rival, raising prices and reducing consumer choice.

This year, streaming services will finally earn more than traditional TV in subscription revenues.

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.

Disney will attract major attention at Upfronts: Ad-supported subscribers surpassed 157 million, giving it a leg up over the competition.

Fubo pioneers interactive TV ads: New formats aim to move commerce from second screens to big screens with seamless shopping experiences.

More bad news for Venu Sports: The proposed sports streaming service will go to court with Fubo in October, kicking a potential launch further down the road.

Walmart wants in on CTV ad innovation: The retailer is partnering with Fubo as the inaugural partner of a new takeover ad format.

Fubo calls for Congressional oversight on a major streaming venture: claims it monopolizes 80% of US sports broadcasts.