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LiveRamp CEO's growth strategy: Neutral positioning and network effects fuel commerce media and CTV expansion as ad budgets rebound.

tvScientific raises $25.5 million in a series B: The CTV ad tech firm has attracted major brand and measurement partners as the sector continues to grow.

Retail media networks (RMNs) are expanding beyond retailers' websites and apps, pushing into connected TV (CTV) and in-store displays. As the industry matures, experts predict 2025 will be marked by significant growth in these off-site channels, with new technologies and partnerships reshaping how brands reach consumers throughout their shopping journey.

On today's podcast episode, we discuss what the verdict is on Netflix's sports streaming experimentation and how small and mid-sized advertisers are spending more on CTV ads. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes and Vice President Paul Verna. Listen everywhere and watch on YouTube and Spotify.

The creator economy, plus CTV and commerce media more recently, have made affiliate marketing more visible among marketers.

Connected TV (CTV) and streaming services will make new inroads this year to further capture audiences and enhance offerings to marketers. Precise measurement and predictable buys are giving those that opted out of linear TV the confidence to invest in streaming.

In 2025, digital advertising will be shaped by connected (CTV) consolidation, stricter data privacy measures, and AI-driven marketing. CTV growth may spark mergers, while privacy regulations push brands to rely on first-party data. AI will continue to enhance campaign performance and creativity, transforming how marketers engage audiences.

Don鈥檛 count Roku out: The CTV provider hit 90 million US households, cementing its leadership even as the sector undergoes major consolidation.

This sponsored article by MNTN will explore CTV ad strategy.

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.鈥�

Last year, marketers' priorities included navigating a rising connected TV (CTV) landscape, using AI to optimize budgets, and questioning whether traditional measurement strategies like last-click attribution could use improvement.