Digital video has taken over the living room the same way it once took over mobile screens. As ad-supported tiers surge and free services gain ground, pay TV is losing relevance—even as digital pay TV trends upward.

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.

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.

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.

OTT video—including YouTube, subscription OTT, AVOD, and free ad-supported streaming TV—is extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

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.

Digital pay TV services are slowing cord-cutting. But the rate at which they replace traditional TV defectors is decelerating.

This report is a guideline to help marketers understand connected TV through market size estimates, growth projections, and analysis of the complex landscape of ad buyers and sellers.

Our latest forecasts for TV and CTV ad spending, as well as those for time spent with each medium, point to CTV’s inevitable eclipse of its linear counterpart.

Ad-supported video gains viewership, time spent on digital video surpasses TV, and streaming services pivot from audience growth to profitability.

On today's episode, we discuss what's going on with Netflix's ad-supported tier, what its plans to crack down on password sharing could do to viewership, and what Netflix's subscriber growth will look like over the next few years. "In Other News," we talk about fuboTV's current position in the market and what people stream the most on their TVs. Tune in to the discussion with our analyst Paul Verna.

The Trade Desk shows a way forward for advertising: Strong adoption of its Unified ID 2.0 solution led the company to strong Q4 earnings.

New advertising forecasts for Netflix and Disney+ shed light on streaming advertising’s evolution.

It looks like gambling is coming to ESPN: Disney is reported to be close to striking a deal with sportsbook DraftKings.

Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.

Peacock made audience gains as the streaming space gets more crowded.

The return of live sports produced a flurry of licensing activity from broadcast networks and streaming services—including digital video, social, and ecommerce platforms. It also reignited concerns about the sustainability of pricing models for sports video and TV.

What to look out for at the NewFronts: CTV and social video will shine at this week's digital upfront presentations, as both formats have grown rapidly over the past year.

TV ad spending takes a hit as marketers adjust their budgets amid a recession.

With the coronavirus pandemic leading to a significant economic slowdown, we’re providing updated guidance to our clients about what we expect for ad spending during the first half of this year.