InMobi has introduced Mobius, a unified intelligence system designed to coordinate advertising decisions across its exchange, demand-side platform (DSP) and advertising surfaces on Glance. The system evaluates eligible advertising opportunities against advertiser-defined outcomes, determines which option should run, and feeds measured campaign results back into subsequent decisions. The launch reflects a broader shift in programmatic…
Locala has launched CTV Planner, a planning solution designed to help advertisers determine CTV investment according to campaign objectives and market-specific business conditions. The platform combines CTV and online video (OLV) planning with audience, competitive and brand-performance signals to support more granular media allocation. The launch comes as CTV buying becomes more complex due to…
Comcast Advertising has released its 2026 Multiscreen Performance Report, examining how television and streaming campaigns contribute to outcomes across attention, reach, consideration and website activity. The research combines Comcast Advertising campaign data with insights from independent measurement partners. The report argues that evaluating TV advertising solely at the conversion stage can overlook earlier stages of…
Canva and streaming TV advertising platform Vibe have launched an integration designed to shorten the workflow between video creation and connected TV campaign activation. The Canva app for Vibe allows advertisers to create video ads in Canva, publish them directly to a Vibe creative library and attach them to streaming TV campaigns without downloading and…
DoubleVerify (DV) has launched attribution measurement for ChatGPT Ads, giving advertisers a way to evaluate the conversational advertising channel alongside other marketing touchpoints and assess its contribution to acquisition, conversions and return on ad spend. The launch extends DV Rockerbox into ChatGPT advertising and addresses a measurement challenge facing emerging media channels: determining whether a…
Integral Ad Science (IAS) is expanding its media-quality measurement capabilities into conversational advertising through an integration supporting ChatGPT Ads. The company says the integration will provide participating advertisers with independent, third-party brand safety and suitability measurement for advertising appearing in AI-native environments. The development addresses a measurement gap emerging as conversational interfaces become another potential…
Diray Media has selected Media Consulting Group (MCG) as an upstream optimization partner for streaming TV, adding a supply-side layer to its existing performance media operations. The arrangement is designed to influence which streaming inventory reaches the buying process before placements enter the bid stream. The development reflects a broader shift in streaming advertising toward…
Zappi’s fourth annual State of Creative Effectiveness report highlights a growing measurement challenge for advertisers: creative that captures attention is not necessarily the creative that persuades consumers or strengthens brand association. The study analyzes consumer responses to more than 3,300 social video advertisements across TikTok, Instagram, Facebook and YouTube in the U.S. and U.K. Zappi…
Creatify Labs has launched Boreal-H3, an AI video model designed specifically for advertising production, with a focus on product consistency, creator performance, brief adherence and faster video generation. The model was developed by post-training MiniMax H3 in partnership with MiniMax, positioning the release around advertising-specific output quality rather than general-purpose video generation. Creatify says Boreal-H3…
Pixability has launched a YouTube-focused advertising solution designed to help brands and agencies identify and avoid very low-quality AI-generated content, addressing a growing brand-suitability challenge as generative AI expands the volume of video content available for monetization. The capability combines Pixability’s Pixie agentic AI with creator-verification data from Famous Birthdays. The latter maintains a dataset…
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