Tag: CTV advertising

India added nearly 78 million connected-TV viewers in 2026, lifting its CTV audience 60% to 206.9 million. The growth expands the opportunity for premium advertising, subscriptions and long-form viewing while giving TV platforms more control over discovery, billing and customer…

Basics of Streaming explains why streaming ad economics depend on yield, not CPM alone, as fill, pricing, eligible demand, ad load, and technology determine what each viewing hour is worth. As ad-supported inventory grows faster than demand in some markets,…

Roku's updating its Distribution Agreement to give approved publishers more flexibility to sell ads and offer subscriptions inside Roku-owned services without maintaining standalone apps. The changes strengthen Roku's role across discovery, billing, distribution, and monetization while raising its fee on…

Sony's turning the PS5 into a FAST distribution and advertising platform, giving it a way to monetize living-room viewing without owning the TV operating system. Live TV creates new ad inventory, gives Sony Pictures and Crunchyroll direct distribution to signed-in…

Netflix, Disney+ and Amazon are widening the gap between ad-supported and ad-free pricing to monetize subscribers differently based on willingness to pay. Cheaper ad tiers help preserve reach and reduce churn, while higher ad-free prices capture more subscription revenue from…

Netflix is making premium CTV access a bigger competitive advantage for Amazon DSP, The Trade Desk, DV360 and Yahoo as it expands programmatic buying across pause ads, live inventory, audience targeting and new deal tools. Supported DSPs can keep more…

From the Archives revisits how Roku built an advertising business that could monetize streaming activity even when it didn’t own the programming or sell the ads. Direct Publisher expanded ad-supported supply, Audience Marketplace layered Roku’s first-party data onto publisher inventory,…

IAB’s updated AI Transparency and Disclosure Framework gives advertisers a standardized way to flag AI-generated content that could mislead consumers about authenticity, identity or representation. Brands, agencies, ad tech platforms and publishers will now need systems to track AI use…

CTV’s next phase of advertising growth depends on expanding beyond large national brands and making TV buying viable for smaller performance advertisers. Amazon, Roku, Netflix and Walmart are lowering campaign minimums, expanding self-service and programmatic access, automating creative, and improving…

Ampere Analysis expects ad-supported tiers to account for 54% of North American subscription-streaming revenue in 2026, showing how quickly advertising has become central to the industry's economic model. Streaming economics are increasingly shifting from subscriber growth alone toward revenue per…