connected TV

The integration between CallRail and MNTN gives advertisers clear attribution for calls and texts from CTV ads, real-time insights for optimisation, and a unified view of online and offline performance.

The co-managed model provides advertisers with a cost-effective entry into Viant’s platform, which supports advanced identity resolution, real-time measurement, and omnichannel targeting across CTV, desktop, mobile, audio, and DOOH.

The HealthFirst FAST package offers premium inventory from top publishers, verified healthcare audiences, easy activation, and optimisation for real-world results, all in a secure, transparent environment built for scale and performance.

Through this new offering with tvbeat, Spectrum becomes a US Multichannel Video Programming Distributor (MVPD) executing video ad campaigns in a CTV-like manner using traditional TV ad inventory.

Wunderkind is leveraging Private Marketplaces to ensure access to premium publisher CTV inventory and layering in addressable targeting based on brand first-party data, custom audiences, and more.

MNTN advertisers can now tap into ZoomInfo’s decision-makers in the GTM Intelligence Platform, equipping companies with a combination of clean, actionable data, real-time AI-powered insights, and automation to drive growth.

The integration utilises a custom identity resolution service, allowing Amazon DSP to recognise logged-in viewers across the Roku OS and devices in the US.

Programmatic pause ads on CTV provide advertisers with greater flexibility, precise targeting, and enhanced viewer engagement through interactive ad formats on premium streaming content.

The study also confirms that CTV performance scales with investment. Advertisers that committed larger budgets to CTV saw disproportionately higher returns, while those underinvesting may be missing out.

The CPM decline reflects growing uncertainty about the platform's future in the United States, leading advertisers to pull back their investments.