CTV

AgenticOS provides a system-level layer that allows agents to plan, transact, and optimise programmatic advertising with speed, consistency and control.

This collaboration combines PubMatic’s AI-powered infrastructure and premium inventory, Untapped Growth’s collective buying power for independent agencies, and tvScientific’s patented performance TV measurement platform.

With VuePlanner, Cadent enables advertisers to engage audiences across all screens as part of a Total Video strategy, unified across linear, CTV and YouTube.

The integration embeds in-theatre brand exposure data into TransUnion’s TruAudience cross-platform attribution, unlocking full-funnel visibility for advertisers.

The collaboration between Teads and XPLN.AI aims to advance attention as a core metric for media effectiveness, underscoring a shared vision to evolve how advertising performance is defined and valued across the industry.

The new product, INVIDI Fuse, uses innovative client-side manifest manipulation (CSMM) to eliminate the prohibitive server costs associated with large-scale live events.

New programmatic linear solution, available with FreeWheel’s Buyer Cloud, gives advertisers the opportunity to buy and optimise premium traditional TV inventory alongside their digital media spend.

CTV Performance enables advertisers to move beyond traditional CTV metrics like impressions and completion rates, offering a new layer of insight: the ability to track site visits, leads, and sales directly tied to CTV exposure.

Through this integration, Axis now conducts real-time traffic scanning using HUMAN’s advanced fraud detection technology, identifying invalid traffic and sophisticated bot activity before impressions are served.

The partnership between PubMatic and MNTN also solves a critical growth challenge for publishers: how to expand revenue beyond traditional advertiser segments while maintaining brand safety and inventory quality.