Roku, Inc. and Dentsu have unveiled new findings from a joint study examining how consumers interact with shoppable TV. As streaming becomes the primary mode of TV consumption, brands are exploring how to make the experience more interactive and commerce-driven. The research highlights the emerging consumer appetite for TV-driven purchases and what drives meaningful engagement in a shoppable media environment.
Innovid, a leading independent software platform in AdTech, has announced a major upgrade to its measurement tool, InnovidXP. The update introduces pixel-free purchase attribution, allowing marketers to track and optimize ad performance based on tangible business outcomes like sales lift, ROAS, and incrementality. By partnering with Affinity Solutions, Innovid now connects ad exposures with billions of in-store and online purchase transactions—offering a transformative shift in how advertisers evaluate and optimize campaigns.
FOX Advertising has announced a powerful upgrade to its converged media platform, OneFOX, with new integrations that fuse offline and digital identity data for unmatched audience precision. Powered by AdRise, this evolution introduces partnerships with TransUnion, Experian, and LiveRamp, positioning OneFOX as a leading solution in modern, identity-driven media buying across linear, streaming, and digital environments.
In a move poised to transform how advertisers connect with today’s digitally active consumers, consumr.ai, the AI-powered consumer intelligence and “AI twin” platform, has announced a strategic partnership with Strategus, a leader in programmatic Connected TV (CTV). The partnership, revealed in May 2025, is designed to bridge the gap between real-time audience behavior and targeted media activation — unlocking the next generation of precision contextual advertising.
In the rapidly evolving landscape of sports, betting, and media, understanding the true impact of advertising across fragmented viewing sources is paramount. Genius Sports, a leading data, technology, and broadcast partner that powers the global sports ecosystem, has announced a strategic partnership with TV measurement company, iSpot. This collaboration will equip Genius Sports clients with iSpot’s advanced Outcomes and Unified Measurement solutions, providing an unprecedented ability to understand deduplicated audiences and the real return on investment (ROI) of their media strategies on consumer action. This article will explore the significance of this partnership for the AdTech industry, the enhanced measurement capabilities it brings to sports advertising, and how it will empower brands to optimize their investments in the dynamic world of sports fan engagement.
As Connected TV (CTV) rapidly gains ground as a primary advertising channel, the need for greater transparency and confidence in programmatic ad buying has become paramount. Gracenote, the content data business unit of Nielsen, is addressing this critical industry challenge with the release of a new contextual advertising report. This comprehensive resource provides brands with actionable insights, business intelligence, market data, and real-world campaign findings, specifically aimed at overcoming the current lack of transparency in programmatic CTV. With programmatic CTV ad spending projected to reach an estimated $27 billion this year and surpass traditional TV ad spending by 2028, Gracenote’s initiative is crucial for empowering advertisers to maximize their investments and ensure their messages effectively reach target audiences within the complex AdTech ecosystem.
IMGC announced the appointment of David Nyurenberg as Senior Vice President, Digital, marking a strategic expansion of the agency’s leadership in Connected TV (CTV), programmatic advertising, and AI-powered media strategy. This move positions IMGC at the forefront of innovation in both traditional linear and streaming media.
FuboTV Inc., the premier sports-first live TV streaming platform, has introduced programmatic pause ads—an innovative ad format now available in a programmatic biddable environment. This first-to-market solution is powered by ClearLine, Magnite’s self-service buying platform, furthering Fubo’s leadership in Connected TV (CTV) advertising innovation.
Strategus, a leader in data-driven Connected TV (CTV) advertising, announced its new Social Signal CTV Targeting solution powered by GenAI, developed in partnership with consumr.ai. This first-of-its-kind solution transforms real-time social signals from platforms like Meta, TikTok, Reddit, Snap, and X into actionable insights for highly precise CTV campaign targeting.
Adwave, a revolutionary AI-powered advertising platform, has officially exited private beta and launched to the public. By blending artificial intelligence with behavioral science, Adwave aims to democratize TV advertising—making it simple, fast, and affordable for creators, entrepreneurs, and small businesses to produce and air high-quality commercials without traditional barriers.
