CTV Roundup

Connected TV advertising is maturing. More subscribers are streaming with ads, inventory is growing and prices are normalizing.

The livestreaming platform Caffeine, which launched as a Twitch competitor, pivoted to zero in on live sports and competitions by partnering up with sports leagues.

Linear and streaming TV still seem to be operating on two different wavelengths. Which is why more advertisers are turning to outcomes-based measurement to figure out whether their TV campaigns drive incremental results.

Banning password sharing is No. 1 on Netflix right now, and other streaming services are taking notice. But the strategy is a risky one: It’s very difficult to enforce, and the timing needs to be just right.

Philo is a streaming content aggregator that distributes content from major broadcasters, some of which also happen to be co-owners of the service. But programming distributors don’t always have optimal ad experiences.

Nielsen finalizes its plan to add big data to its measurement currency offering for national TV. Here’s what it means for advertisers.

While it might feel a little late in the game for a brand-new streaming service to hit the ground running – especially as big-name streaming platforms struggle to grow subscriptions and ad revenue – free services have an easier time gaining traction.

Streaming services still need new subscribers, but account growth alone isn’t enough to achieve profitability. Which may explain why they’re struggling to grow accounts and advertising revenue at the same time.

INSP is an example of a TV network that’s more comfortable with linear because it has an older audience. But that doesn’t mean streaming is off the table.

Programmers like free ad-supported TV channels because they’re an onramp to bring more viewers into ad-supported video-on-demand environments.