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The share of US consumers purchasing through shoppable ads on CTV is increasing steadily, and WPP Media and Criteo鈥檚 move positions advertisers to capitalize on that trend by bringing precision performance marketing into a traditionally upper-funnel channel. Advertisers can increasingly treat CTV as a conversion channel, aligning it with strategies often reserved for digital and retail media.

Combining Prime Video鈥檚 bigger reach with Peacock鈥檚 massively popular content (such as 鈥淟ove Island 鲍厂础鈥� and sports like the Olympics and NBA games) will unlock new opportunities for advertisers looking to reach a broad CTV audience while advertising on content driving viewership. Through the deal, advertisers will have access to more cohesive audience targeting.

Per Mike Laband, group SVP of US revenue at Magnite, the format unites two key goals: Maximizing monetization possibilities while maintaining a satisfying viewer experience. Pause ads transform CTV: The format is growing because it embodies the unique power of CTV by providing ad formats linear isn鈥檛 capable of.

YouTube鈥檚 strength is that it鈥檚 many things to many people. But that also makes it harder for marketers to reach audiences on the platform. This report outlines YouTube鈥檚 challenges and explains how marketers can make the most of the YouTube opportunity.

According to an Adobe Analytics survey, 39% of US consumers have used genAI tools like ChatGPT for product recommendations and shopping advice, and 53% plan to do so this year.

And ESPN is set to launch a DTC streaming platform in the US later this month that will consolidate ESPN programming under one roof and can be bundled with Disney+.

The news: Paramount outlined the future of its cable and studio assets on Wednesday a week after completing its merger with Skydance Media. Paramount president Jeff Shell characterized the company鈥檚 vision for its cable networks, including MTV, BET, and Nickelodeon, not as shrinking linear assets, but as 鈥渂rands that we have to redefine.鈥� Our take: Paramount鈥檚 emphasis on growing its traditional media businesses signals a bet that legacy channels can drive meaningful revenues when accounting for shifting viewing habits and pursuing higher-volume content pipelines.

Exclusive rights in key regions like the US will be make-or-break for Fubo鈥檚 long-term success. Locking down marquee league or regional rights that competitors can鈥檛 easily replicate will put Fubo on more equal footing with larger providers.

Marketers have long associated connected TV (CTV) with big-budget national campaigns, but that鈥檚 rapidly changing. As CTV technology becomes more sophisticated and accessible, local businesses are entering a new era of precise, data-driven advertising that blends digital accountability with TV鈥檚 scale.

Streaming captured 47.3% of US TV viewing in July, a record share that underscores the medium鈥檚 dominance as linear declines. YouTube rose to 13.4% of TV use, its highest level yet, while Netflix surged 5% month-over-month to 8.8%, leading the top 10 streaming titles. The Roku Channel and Peacock also hit records, fueled by strong franchises and creator-driven content. Meanwhile, cable slid to 22.2% and broadcast fell to a new low of 18.4%. With YouTube and Netflix now equaling cable鈥檚 share, streaming has become the default destination for mass viewing鈥攅ven as subscription fatigue looms.

US social media creators earned $8.14 billion in sponsored content revenues in 2024, per our data, up from $5.12 billion in 2021. Platform payouts accounted for $3.23 billion in 2024. A quarter of US marketers said performance metrics are the top factor when deciding creator pay for partnerships, per Traackr. Jump Ahead could disrupt those metrics.

The news: Fox is teaming up with ESPN to bundle their upcoming sports streaming services, per Deadline. The bundle will focus on Fox One and ESPN and marks the first major sports rights package, though programming from Fox鈥檚 broadcast network and its local stations will also be available. Our take: An ESPN and Fox bundle will undoubtedly unlock major advertising opportunities for the channels as advertisers turn to sports as a key driver of revenues.