Tag: TV + Streaming

One of the most interesting things about working across global advertising markets is seeing similar consumer behaviors take shape in very different places. Digital audio is one of the clearest examples. Across Europe, the U.S., Australia and other mature advertising markets, streaming music and podcasts have become part of everyday life, accompanying commutes, workouts, workdays, shopping trips and time at…

In this AW360 Q&A, David Shaw, Head of Global Expansion at Universal Ads, explores how technology is reshaping the TV advertising landscape, why premium content remains a powerful differentiator and what needs to happen next to unlock the full potential of programmatic television across Europe.

The broader shift underway is not about replacing existing demand sources, but about expanding how publishers think about allocation.

TV won’t develop into the biggest performance channel by importing the old behavioral targeting model into streaming environments, or recreating the bottom-funnel auction dynamics that made other performance channels expensive.

Fox’s acquisition of Roku reflects a broader industry shift toward integrated media ecosystems where content, technology, data, and advertising operate together rather than as separate functions.

Streaming gets most of the attention in today’s TV landscape, for good reason.  

By Jenn Scilabro, Chief Growth Officer at Ribeye It’s no secret that local media is under pressure. Over the past two decades, the number of local journalists in the United States has declined sharply, with communities everywhere suffering from increasingly limited coverage. The advertising ecosystem that supports that journalism is facing a similar strain: unpredictable revenue, tight margins, and media…

Awareness months provide an opportunity to reflect on how the industry is evolving and where it can improve.

The Smart TV Home Screen isn’t just another ad slot. It’s the entry point to the entire CTV experience, guiding  attention, shaping engagement and influencing what viewers do next.

YouTube leaving BARB isn’t a failure of the system, but confirmation that independent measurement still matters. Walled gardens will always struggle with shared accountability because it dilutes control.

The World Cup offers a global stage. It should not become a case study in how advertising changes the game. It should be an example of how advertising evolves to support it.

Every scene is a potential brand moment. The question is whether you’re in them.

Audio already has the audience and the cultural relevance. Now it’s time for it to earn its performance credentials.

Netflix isn’t betting on any single show to secure its future. It’s betting that habit, built from moments that bring people in and libraries that keep them there, is the most defensible advantage in modern media.

AI shows advertisers how well an ad is understood and which components within the creative are going to appeal to the needs and tastes of the target audience.

In a crowded and competitive media environment, incrementality is becoming a practical way to understand performance — and for marketers prove CTV’s value.

The Olympics no longer signal the future of programmatic. They reinforce its role at the center of premium media.

Continuous, in-context research keeps advertisers close to audiences as viewing habits change, helping them stay a step ahead of what people will watch, share, and buy next.

In 2026, we’ll separate the marketers chasing efficiency from the ones building effectiveness. The difference will come down to who can prove it.