As streaming advertising matures, one issue continues to separate promise from performance: identity. Advertisers want precision and measurable outcomes, regulators demand privacy safeguards, and platforms are under pressure to deliver both without locking buyers into closed ecosystems.
As streaming platforms fight for attention in an increasingly crowded living room, Xumo is betting that the most powerful ad moment doesn’t happen during a show—it happens before viewers even decide what to watch.
For years, marketers have debated whether streaming TV can deliver measurable impact beyond the reach advantage. Universal Ads’ latest study, conducted with MediaScience, answers with a confident yes—and then piles on numbers that should make social-only advertisers slightly uncomfortable.
FanServ, the Sports-only Private Marketplace powering PlayFly’s Home Team ADvantage, is stepping up the game for live sports advertising. The company today announced Stadium, a platform designed to help advertisers plan and execute campaigns across local sports inventory with unprecedented precision and scale. FreeWheel, the leading streaming ad technology provider, has been named the preferred ad serving partner for the platform.
Political ad tech just got a high-definition upgrade. DIRECTV Advertising has launched DIRECTV Elect, an AI-driven digital platform designed to help political advertisers connect with voters across connected TV (CTV). The new offering builds on DIRECTV’s legacy in addressable TV through D2 Media Sales—only this time, the focus is on the fast-expanding streaming space.
In a bold move redefining automotive advertising, Strong Automotive has launched Modern View, a hybrid media strategy that merges the mass reach of traditional television with the precision targeting of streaming platforms. The result? A unified, impression-based buying model designed to meet the demands of today’s tech-savvy car shopper.
PubMatic has partnered with MNTN (NYSE: MNTN) to bring premium Connected TV (CTV) inventory to performance-focused advertisers, signaling a new wave of opportunity for marketers seeking measurable results. The deal gives MNTN’s self-serve Performance TV platform direct access to top streaming publishers, including Paramount, NBCUniversal, Sling, Philo, and LG Channels. Early results show a 10% revenue boost for publishers, driven by 14% more unique advertiser demand—most of which is entirely new to CTV.
Trusted TV has officially launched buy.trustedtv.com, a fully-managed platform that allows local businesses to quickly run campaigns on Amazon Sponsored TV. The service aims to provide premium streaming TV placements at low overhead, making high-impact advertising accessible to smaller advertisers.
Viant Technology Inc. (NASDAQ: DSP), a leader in AI-powered programmatic advertising for connected TV (CTV), has expanded its partnership with Tubi, Fox Corporation’s free ad-supported streaming platform. The collaboration introduces a new ID sync between Viant and Tubi, enabling advertisers to reach over 100 million monthly active users and leverage Tubi’s 300,000+ movies and TV episodes with greater precision and scale.
Kantar, the global leader in marketing data and analytics, has released the sixth edition of Media Reactions 2025, a comprehensive study surveying 21,000+ consumers and ~1,000 senior marketers worldwide. The report benchmarks media platforms annually, offering insights into consumer receptivity and marketers’ strategic priorities for ad campaigns.
