ssai

Pluto’s on-demand streaming is rife with ad repetition and poorly timed ad breaks, whereas the FAST ad experience felt much cleaner – and much less annoying.

“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Greg Morrow, general manager, streaming media group at Bitcentral. We all know about the value of CTV. But there is rarely any conversation about the spread of audiences and how to reach them.  CTV tends […]

Contextual targeting laid the foundations of TV advertising – particularly by ensuring that ads were stitched into content marketers considered “brand safe.” With the advent of CTV, buyers put context on the back-burner in favor of more granular, first-party audience targeting. Now, the pendulum is swinging back again. Why? Two words: signal loss.

Open auctions appear to democratize and simplify CTV ad buying because they let marketers define parameters for viewers or inventory, enabling them to place ads quickly and cheaply across the ad-supported streaming services. But there’s a better way – open auctions are risky, and the emphasis is placed on price and meeting broad criteria, writes Ruby Resendez, director of digital solutions at Stirista.

One of the most popular technical solutions to streamline campaign flights on connected TV is server-side ad insertion (SSAI). SSAI is technology that stitches together ads within a video stream before the stream loads on a user’s device. Most of the demand is coming from the explosive growth of CTV, but it can be used in any connected or over-the-top (OTT) video environments, including social.

Ask five people about the potential of connected TV (CTV) and you’re likely to get 10 different answers. That’s because CTV is massively misunderstood, even though it’s one of the fastest-growing channels in digital advertising, writes Michael Tuminello, VP of strategy at Mediaocean.

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Paul Gubbins, VP, CTV Strategy, Publica. While definitions of what actually constitutes a connected TV (CTV) impression are still being widely debated, brand safety companies discover new cases of fraud in streaming on a regular […]

The Media Rating Council (MRC) may have stripped Nielsen of its National and Local TV accreditation last week, but it also made another significant announcement: It is now defining over-the-top as connected TV. The MRC issued final measurement guidelines on August 30 for CTV. The guidelines, first established with the IAB in 2018 in order […]

Ad measurement and verification company Method Media Intelligence uncovered a connected TV fraud scheme that it says rakes in $10 million a month in ad revenue. The scheme, dubbed “RapidFire,” feeds counterfeit bid requests into ad exchanges running open auctions for CTV inventory. Like many multimillion video fraud scams, RapidFire targets server-side ad insertion (SSAI) […]

Ad fraud in connected TV saw a 12% drop this year to .4%, a sign that ad buyers have been proactive following a number of high-profile schemes over the past several years that bilked them out of millions. A new report by ad verification provider DoubleVerify looked at post-bid data and more than a trillion […]