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Platforms like TikTok, YouTube, and connected TV (CTV) are all competing for marketing spend. Without clear KPIs, marketers lack an understanding of鈥攁nd the ability to communicate with leadership about鈥攈ow campaigns are performing and where they should invest digital video marketing money.

TikTok integrates with Nielsen ONE: Advertisers can measure and compare campaign performance across digital, linear TV, and CTV platforms.

Walmart鈥檚 advertising business gets a boost: The retailer closed its Vizio acquisition, giving it inroads into the lucrative CTV market.

Catch up on the big events and trends shaping how advertisers measure linear and connected TV advertising.

The Trade Desk unveils a CTV operating system: The move thrusts the DSP provider into direct competition with leading CTV device manufacturers.

Roku鈥檚 original content gives it an edge in CTV: A deal with Google highlights how content offerings allow Roku to reach viewers outside its hardware net.

CTV ad innovation benefits OOH advertising: The prevalence of digital billboards and small screens is helping the OOH sector reverse traditional media鈥檚 declines.

Streaming ad loads haven鈥檛 changed much lately. To a viewer accustomed to watching Netflix without ads, 9 minutes of ads per hour may seem like a lot. But that鈥檚 still much lower than linear TV, which has about 15 minutes of ads per hour.

Mediaocean acquires Innovid: $500 million deal merges platforms to challenge google in connected TV and global ad tech.

YouTube鈥檚 growing prominence on connected TV (CTV) will drive this shift.

This sponsored article by MNTN will explore CTV and sports.

Here are five charts that reveal the scale and outlook for CTV from the perspective of its access points.

Ad spending will rebound in 2024, as mobile formats continue to dominate and areas like connected TV and retail media drive renewed growth.

Artificial intelligence (AI) is helping transform connected TV (CTV) into a performance marketing channel, giving paid search and social media a run for their money. CTV ad spend will reach $32.57 billion in the US next year, and AI is helping to boost its potential for advertisers. Here are three ways AI is doing that.

67.5 million US households use smart TVs, making it the No. 1 device among connected TV (CTV) households across the country, according to July 2024 data from Comscore.

CTV is a crowded space. With few exceptions, most major streaming services account for 5% or less of the total time people spend watching CTV. To get audience reach, advertisers need to spread their money out across various services. Amazon made a big splash in the streaming ad market. In its sophomore season, Prime Video will command nearly 7% of CTV ad revenues.

As connected TV gradually eclipses linear, the measurement space continues to evolve. The market鈥檚 in for another year of transitioning from a single dominant currency to multiple currencies.

Subscription OTT streaming is one of only a few media categories still seeing meaningful time spent growth in the US. The major platforms are heading in different directions, however.