Streaming CPMs are flattening as swelling CTV inventory reshapes pricing power and forces advertisers to rethink how they balance cost, ad clutter, and reach.

The news: Messaging ads are gaining traction as a key opportunity to reach customers at critical moments after Meta debuted ads in WhatsApp. In an exclusive conversation with EMARKETER, Grant Parker, president of omnichannel ad platform Innnovid, offered his take on the future of the messaging medium. Our take: The path forward for messaging ads relies on how well the format integrates with the user experience rather than interrupting it—necessitating that advertisers invest in this opportunity while accounting for consumer attitudes.

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

Mediaocean acquires Innovid: $500 million deal merges platforms to challenge google in connected TV and global ad tech.

Advertisers and tech vendors look to capitalize on CTV’s growing importance in digital advertising.

As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.

The UK is home to some of the most voracious digital video viewers, but planning a campaign across the plethora of video platforms is getting more and more complicated. An increase in ad-supported on-demand platforms is adding to the complexity.

US TV ad spending will decline from next year through 2026 except for a slight uptick in 2024. At the same time, connected TV ad spending will grow at double-digit annual rates, more than offsetting the losses on the traditional side.

Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.

Fueled by connected TV, programmatic video has expanded significantly. However, there remain concerns over difficulties with cross-platform measurement, ad fraud, and the lack of uniform standards.

Connected TV ad spending continues to expand substantially.

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.

With more viewers leaving traditional TV for digital streaming options, marketers are figuring out how to comprehensively measure their video audiences.

The video streaming industry has become more competitive than ever, and marketers are figuring out how to build media plans around the fragmented market.

As more people watch video content on their mobile devices, the nature of mobile video monetization is changing. This is particularly the case for programmatic advertising, which we define as an automated, technology-driven method of buying, selling or fulfilling digital display ad placements. Overall, mobile video ads sold programmatically generated $19.93 billion in revenues in 2019 in the US and will generate $24.87 billion in 2020.

Mobile video viewing habits are evolving, and along with that comes a variety of opportunities for creators and publishers to monetize their content—and, in turn, for marketers and advertisers to reach audiences.

Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.

Connected TV inventory is growing like weeds. We expect that more than half of the US population (57.2%) will watch connected TV in 2019, up from 51.7% in 2017. And the time they spend watching will increase too, which means the amount of connected TV inventory available to advertisers is proliferating.

It’s been one year since GDPR became enforceable and marketers are still anxious about data regulation. Since the law went into effect, ad trade groups have become more accepting of outside regulation but they still want to shape the laws that affect their industry.

Subscription-based video is growing across a broad spectrum of services, from on-demand platforms like Netflix to aggregators that deliver live TV over the internet.