CTV Archives - AdTechEdge

Molson Coors Taps Viant as Its New Advertising Platform, Betting Big on Identity and CTV

Molson Coors is reshaping its digital advertising strategy—and it’s doing it with Viant.
The beverage giant has named Viant Technology Inc. its official Advertising Platform in a multi-year partnership beginning in 2026, marking one of the most significant brand-side adtech alignments this year. For Viant, a longtime player in identity-driven programmatic and CTV innovation, the win reinforces its growing role as the behind-the-scenes engine powering major marketers’ data strategies.

IAB Tech Lab Adds Device Attestation to OM SDK to Fight CTV and Mobile Ad Fraud

PR Newswire5 days ago5 days ago06 mins

The IAB Tech Lab has taken a major step in tightening the defenses of digital advertising. The global standards body announced the rollout of Device Attestation in its Open Measurement SDK (OM SDK) — a new security feature designed to expose one of the industry’s biggest pain points: device spoofing.

TriCoast Media Merges CTV AdTech and Genre Cinema with the Dark Matter Film Festival

PRWeb2 weeks ago06 mins

In an unexpected but inspired crossover between connected TV (CTV) adtech and genre entertainment, TriCoast Media has announced the launch of the inaugural Dark Matter Film Festival — a Culver City-based celebration of sci-fi, action, and horror cinema. The three-day event, taking place October 28–30, 2025, is co-produced with TriCoast Entertainment, the company’s content distribution arm and operator of the Dark Matter TV FAST channel.

IAB Lowers 2025 U.S. Ad Spend Forecast Amid Tariff Concerns, Digital Channels Gain

PR Newswire1 month ago1 month ago03 mins

Amid economic uncertainty and rising tariffs, U.S. advertisers are recalibrating their budgets, according to the IAB 2025 Outlook Study September Update. The Interactive Advertising Bureau lowered its 2025 ad spend forecast from +7.3% to +5.7%, reflecting a more cautious outlook for the second half of the year.

Affinity Solutions Launches Outcomes Marketing Council to Tackle Ad Measurement Gap

BusinessWire2 months ago2 months ago05 mins

Marketers are spending more than ever—global media advertising is expected to surpass $1 trillion this year—yet confidence in measurement remains shaky. Affinity Solutions, a consumer purchase insights company, is taking aim at that problem with the launch of the Outcomes Marketing Council, a new industry forum designed to bring clarity to one of marketing’s messiest debates: proving impact.

LG Ad Solutions’ 2025 Inclusive Screen Report Spotlights Diverse CTV Audiences

BusinessWire2 months ago2 months ago05 mins

Streaming has already overtaken cable in most households, but the 2025 Inclusive Screen report from LG Ad Solutions suggests the shift is especially pronounced among diverse audiences—and it’s changing what advertisers need to do to connect with them.

Cast Iron Media Appoints Shane Ankeney to Advisory Board | CTV Sports Growth

PR Newswire6 months ago6 months ago03 mins

Cast Iron Media, a leader in live sports and premium video advertising across connected television (CTV), has appointed Shane Ankeney to its Advisory Board. Ankeney, a seasoned executive, brings decades of strategic, operational, and marketing expertise to help Cast Iron accelerate its growth in the rapidly evolving CTV and sports media landscape.