Sailing the Seven “Cs” of CTV 2.0

Eric Hoffert, Chief Technology Officer of Kargo, lays out seven elements of CTV 2.0, which is coming up fast - but many brands and media companies aren't prepared. While CTV 1.0 was about targeting audiences using linear creative, CTV 2.0 is about leaning into the varied capabilities of a digital screen within the context of a multichannel campaign. Hoffert has "Seven C's" that brands and media companies must consider for CTV 2.0 to take off.

The Perfect Storm: How to Weather Media & Entertainment’s Resource Gap

Recent industry layoffs underscore the urgency for media organizations to become more efficient, find new revenue opportunities, and modernize their technology. While many businesses have been discussing doing this for years, those who don't find a way will not be one of the few left standing. Donna Thomas, EVP of Studios at Vubiquity, dives deep into how businesses can find partners ready to help overcome these challenges and start seeing results fast.

The Streaming Wars Are Over — So What Happens Next?

The streaming wars as we know it are over. Once fierce competitors are now collaborating on turf that's increasingly not even owned by them. The industry is moving away from a Subscription Economy and towards a more complex, and more lucrative, Bundle Economy — but what does this mean for subscription providers? Anil Malhotra, co-founder and CMO at subscription platform, Bango, discusses how this shift will affect the future of streaming, and how subscription-based businesses of all sizes can succeed in this new landscape.

Out of Home, On the Money: Live Event Streaming is Winning Outside the Living Room

Streamers are facing intense competition over limited household wallet share, engagement time, and the rights deals that keep viewers signed up. Today, folks are looking for creative ways to expand their audience beyond the confines of direct-to-consumer and streaming platforms while slicing and dicing rights agreements in tailored ways. Immersive shared experiences, such as live sports events, that take audiences outside of their living rooms are growing in popularity - and helping engage viewers with hyper-targeted, localized experiences.

Live Sports Is Driving Innovation in Ad-Tech

If 2024 was the year of live-streaming sports, Dave Dembowski of Operative writes that 2025 is the year of live-streaming ad innovation. With massive audiences that continue to steal from traditional TV, advertisers are looking for new opportunities to reach massive live audiences digitally. Media companies are working hard to offer the TV advertising experience of the future. That future will include new forms of targeting, interactivity, creative ad formats, and much more.

Adopting IPv6 Will Improve CTV Advertising

IPv4 is the current IP address protocol and it's very limiting for advertisers. It bundles many devices into a single address. IPv6 has existed for years, but has not caught on because there wasn't any business pressure to switch over to it. With advertisers looking for more precision, now is the right time to make the switch. TrueData's VP of products David Berman explains why IPv6 is a meaningful improvement and what it can do for the advertising industry.

Why Your Desire for Free TV Could Cost You

As more users turn to unauthorized streaming sites to bypass subscription paywalls, cybercriminals are exploiting this demand through deceptive tactics. From malware-laden downloads disguised as media players to fake CAPTCHA verifications that silently execute malicious scripts, these attacks turn unsuspecting viewers into easy targets. This article, written by lead cybersecurity analyst Josh Taylor at Fortra, breaks down how these schemes work, their impact on users and the streaming industry, and steps media companies can take to protect their platforms and viewers from evolving threats.

The CTV Honeymoon Isn’t Over: A Path to Renewed Growth

Connected TV advertising has been the darling of the ad industry in recent years. However, recent forecasts indicate a slowdown in spending growth. By 2028, year-over-year spending growth will move into the single-digit territory. But the honeymoon doesn't have to be over. Nicole Scaglione of PubMatic looks at the current headwinds facing CTV advertising and several key areas where realignment could jumpstart growth again.

How a Correctly Designed DAI System Maximizes Monetization

The streaming market is now fully embracing advertising. The pace of this transition is dramatic as in 2020, only one of the top four SVOD services in the US, Hulu, offered an ad-supported tier. Today, with the exception of Apple, all of them do, even SVOD stalwart Netflix. This shift is a testament to viewers' willingness to watch ads in exchange for lower subscription fees: SVOD providers are responding to market demand. Another key aspect is the explosive growth of Free Ad-Supported Streaming TV (FAST) platforms like Pluto TV, Tubi TV, Samsung TV Plus, and LG Channels.

Personalization, Social, and Interactivity Define the New Role of TV

Casey Saran, CEO of Spaceback, challenges advertisers to think about the next wave of TV advertising innovation coming their way in 2025. Especially as GenZ moves into adulthood, they'll bring their social habits with them, and their expectations for personalized, interactive experiences.

Flexibility or Failure: Remaining Agile in Streaming

In direct-to-consumer (D2C) streaming, staying ahead means staying nimble. New technologies, changing customer preferences, and intense competition are driving the streaming industry toward fast-paced growth. In this environment, companies that are unable to adapt, and adapt quickly, fall behind. Flexibility is essential for long-term success. However, flexibility can be difficult to achieve for streaming organizations who often struggle with legacy systems, complex infrastructures, and bureaucratic decision-making processes that slow down the ability to pivot and innovate.

OLI: Your AI-Powered Guide to the 2024 Paris Olympics

Hello, sports fans! I'm OLI, your AI-powered guide to the 2024 Paris Olympics & Paralympics coverage. With thousands of hours of programming across various channels, it could be overwhelming to keep track of everything. That's where I came in, OLI, an AI agent, stepping in to change the way we experienced the Games.

How the Buy-Side is Approaching Data and Identity Challenges

Navigating today's fragmented, privacy-conscious media landscape is a bit like stepping into a dense jungle. The buy-side—marketers, agencies, and demand-side platforms (DSPs)—must find their way through signal loss, measurement challenges, and evolving consumer expectations. But this isn't just a challenge; it's a strategic opportunity. Allison Omealia of Experian Marketing Services dives into how buy-side players can use data and identity solutions to be their guide through the jungle and emerge as winners.

2025 Demands Radical Collaboration and AI-Driven Innovation

The convergence of advanced technology and the growing influence of big tech has set the stage for 2025 to become a pivotal year for businesses. As industries evolve, companies must break free from outdated models and embrace cutting-edge innovations to truly engage and empower their audiences. This shift isn't just an opportunity—it's a necessity for those looking to thrive in today's user-driven landscape. Forward-thinking strategies, driven by collaboration and AI, can help M&E companies not just stay afloat but lead in 2025 and beyond.

Why FAST is Media Buyers' Next Big Strategic Investment

Angelina Marmorato, Lemma's AVP of Sales and Partnerships, North America, breaks down why FAST is media buyers' next big strategic investment

5 Ways to Prepare Your Video Service for the Holidays

The holiday season brings more than just festive cheer: it brings a significant spike in streaming viewership, as families gather to enjoy their favorite shows, movies, and seasonal specials. With viewers spending more time at home and streaming expectations at an all-time high, it's crucial to ensure video services are fully prepared. Yoann Hinard, Chief Operations Officer at Witbe, has created a checklist to help streaming service providers deliver an exceptional viewing experience this peak season.

CTV Ad Buyers Think They Want Show Title Data, But They Don’t

Brands are clamoring for one signal above all else: show title data. CTV represents the merging of digital-era granular targeting and TV programming's deep engagement. It's no surprise that ad buyers would want to mimic the TV advertising practice of going after specific programs that draw big audiences. Yet, when it comes to CTV, show-title data isn't the answer that advertisers want it to be. 

Why Do Some People Have Bad CTV Ad Experiences?

The allure of CTV is undeniable: It combines the broad reach and brand presence of traditional television with the precision of digital targeting. Yet, as advertisers venture into this new channel, many are met with a critical issue—irrelevant ads. This is not simply a symptom of the industry "allowing" poor advertising standards but rather a signal that the infrastructure to handle CTV's unique challenges is still maturing.

Content Piracy in 2025: Emerging Threats and Strategic Responses

Modern content pirates are smart. They have a deep understanding of the technology used by their victims and of the anti-piracy and cybersecurity solutions built to stop content theft. As we approach 2025, content piracy continues to evolve at an unprecedented pace, with pirates leveraging increasingly sophisticated technologies and distribution methods. Robin Boldon of Friend MTS writes that the most effective way to combat it is to anticipate, adapt, and scale techniques to keep pace with the shifting pirate landscape and predict and match pirates' talent for reinvention.

Challenges of New Encoding Scenarios: Reflections on Measuring Perceived Quality

While VMAF has been a valuable tool for assessing video quality, its limitations highlight the need for complementary metrics or the development of new assessment methods. These new metrics should address VMAF's shortcomings, especially in the context of modern video encoding scenarios that incorporate AI and other advanced techniques. For the best outcomes, a combination of VMAF and other metrics, both full-reference and no-reference, might be necessary to achieve a comprehensive and accurate assessment of video quality in various applications.