More precise placements help advertisers drive results without relying on large impression volumes.

iSpot will validate outcomes, helping advertisers judge placements and bolstering Hallmark’s pricing power.

Football is commanding more media budgets as premium ad inventory gets pricier and college sponsorship options expand. Now, brands face a widening trade-off between its unmatched reach and rising ad costs.

Viewers skew older, but adults ages 35 to 54 report the strongest purchase intent for brands advertised there.

Nielsen's math gets challenged: TVB questions Nielsen’s ad-supported TV figures, saying flawed inputs overstate streaming and undercount linear viewing.

Live sports represent the last mass TV audience, driving a surge in sports TV ad spending. But ad prices are climbing as demand intensifies, forcing advertisers to face rising costs and limited inventory.

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.

Roku’s ad engine hums: Q1 ad revenues jumped 27% as 38.7 billion streaming hours and premium CTV formats helped pull marketers from linear TV.

Drug brands invested $1.6B in linear, down 8% QoQ, while NFL and Olympics broadcasts dominated total spending.

Currency debates are fading as advertisers shift to outcome-based measurement. As performance takes priority, marketers are focusing more on lower-funnel outcomes, while measurement vendors double down on specialized offerings.

Their ad budgets are shifting from linear TV to digital channels like CTV and social media, but big TV events still garner significant spending.

Though Big Data + Panel is still accredited, the MRC raised concerns about “unusual results.”

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

Emotion won at the Super Bowl as Ring, Budweiser, and Amazon topped iSpot rankings by pairing heart, nostalgia, and humor with brand recognition.

Roku and iSpot integration marks tighter CTV attribution loop: iSpot’s product aims to lessen intermediaries between ad spending and performance data.

PayPal rolled out Transaction Graph Insights & Measurement at CES to gives advertisers and merchants a clearer, cross-merchant view of how people actually shop and purchase—and early results suggest meaningful impact.

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

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.

The ad industry has reached a tipping point in its approach to measurement, shifting from a slower, siloed approach to one that’s more dynamic and allows advertisers to shift their spending more quickly than they had in years past.