CTVAdvertising

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…

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…

Peer39 has released a new report examining the limitations of applying web-based brand safety and suitability approaches to connected TV (CTV), arguing that incomplete program metadata can leave advertisers with less information about the content and traffic behind an impression. The report, The Brand Safety Illusion: Why Web-Level Verification Doesn’t Travel to CTV, focuses on…

Guideline has launched WRAP Cloud, a browser-based SaaS version of its WRAP audience-analysis platform, bringing linear television and connected TV (CTV) measurement into a cloud environment for publishers, agencies and brands. The launch moves a long-running TV audience-analysis workflow away from dedicated installations and virtual desktop environments toward centralized browser access. Guideline says WRAP Cloud…

Canadian streaming viewers are spending significant amounts of time deciding what to watch, creating a new opening for advertisers to make CTV experiences more useful rather than simply adding another interruption. Roku’s seventh annual Video on Demand (VOD) Evolution 2027 study found that Canadian streamers spend an average of 13 minutes searching for something to…

Cineverse is expanding its ad-supported streaming footprint on Amazon Fire TV with the launch of eight video podcasts and a broader lineup of free ad-supported television (FAST) channels. The move brings podcast video content and established streaming properties into a connected-TV environment where content distribution and advertising inventory increasingly overlap. The launch is particularly relevant…

MNTN has expanded its integration with AppsFlyer to connect Connected TV advertising exposure with mobile app installs and in-app actions. The integration creates a two-way flow of data between MNTN Performance TV and AppsFlyer, allowing mobile marketers to measure conversions after CTV exposure and feed those signals back into campaign optimization. Connected TV has increasingly…

Viant Technology is expanding its Direct Access supply path optimization product beyond open-market CTV buying, allowing advertisers to execute private marketplace and programmatic guaranteed deals through the same direct buying infrastructure. The move addresses a practical gap in CTV programmatic trading, where premium inventory is frequently purchased through negotiated deals rather than open auctions. Supply…

Chief Media has launched CMX Direct, a platform designed to give brands and digital agencies direct access to advertising inventory across linear TV, connected TV and online video. The platform combines access to more than 500 publishers with campaign activation, optimization and cross-screen measurement, positioning traditional television closer to the direct-control model already common in…