Connected TV and OTT
MarTech is your source for connected TV & OTT content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Connected TV & OTT represent the digital transformation of traditional linear TV publishers following the rise of streaming platforms and mobile viewing. For marketers, connected TV & OTT enables them to reach households through any device, including smart TVs.
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The suspension by the Media Ratings Council opened the door for competing rating providers who are being embraced by broadcasters and streamers.
Brands have paired up with ecommerce companies like Instacart and DoorDash to get their products to consumers before and during the game.
The IAB sees encouraging signs that DCRs might sustain addressable advertising outside the walled gardens and without the help of cookies.
Nielsen ONE Ads promises deduplicated audience measurement across linear TV, CTV, mobile devices and desktop.
Brands are adapting to younger consumers who stream the tournament, and keeping to their messages to avoid tournament controversies.
The data collaboration serves advertisers using HMG’s Converged audience and data management platform.
Programmatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.
"Thursday Night Football" on Amazon's CTV Prime Video will be company's first time measuring live streaming ratings.
As total pool of gamers grows to 3 billion, marketers need to pursue the right channels to avoid letting gamers fall through the cracks.
The partnership will provide access to 25 million addressable TV households through combined DIRECTV, DISH Media and Fios plugged into the Yahoo DSP.
AT IAB Tech Lab’s Transcend event in New York, CEO Anthony Katsur and others laid out their vision to navigate privacy, clamp down on fraud and grow CTV.
Connected TV and OTT advertising can be a powerful addition to your marketing toolkit. Read our guide to discover where and when to play.
Adobe users will be able to use the RampID identity graph to segment audiences across a range of advertising channels.
With Facebook Watch, Tik Tok TV and other connected TV apps, marketers have to adjust their strategies to best leverage this new medium.