CTV Archives - AdTech Edge

AI Advertising Platform Unifies Media Campaigns

Adwave Launches Waverunner, an AI Platform That Runs Streaming, Social, Video, and Display Ads as a Unified Campaign

AdTech EdgeJuly 23, 2026July 23, 202603 mins

FREDERICK, Md., July 22, 2026 – Adwave, the self-serve, AI-powered connected TV (CTV) advertising platform, today introduced Waverunner, an always-on performance advertising platform for small and medium-sized businesses that combines creative production, ad placement, and measurement across streaming, social, video, and display in a single self-serve tool. Waverunner extends Adwave’s CTV advertising technology beyond the television screen….

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Annika DSP Expands CTV Advertising Capabilities

Marketing Architects Expands Annika DSP for Smarter CTV Advertising

BusinessWireJuly 20, 2026July 20, 202606 mins

Marketing Architects has expanded the capabilities of Annika, its proprietary demand-side platform (DSP), with new features aimed at improving Connected TV (CTV) and Over-the-Top (OTT) advertising performance. The updates focus on reducing frequency waste, improving inventory diversification, supporting international and geo-targeted campaigns, and accelerating bid response times. The announcement reflects growing demand for performance-focused CTV…

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The New Playbook for Cross-Screen Reach in a Cookieless World

Paramita PatraDecember 2, 2025June 5, 202604 mins

A consumer scrolls news on her mobile, flips to her CTV for headlines, reads product reviews on a laptop, and winds down on a tablet streaming her favorite series. For brands, one person moves across four screens. Yet in a cookieless world, she could appear as four disconnected users. It demands a new cross-screen playbook. …

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

PR NewswireSeptember 26, 2025September 26, 202502 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.

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