Media Buying Strategies & CTV Advertising | The Current

Media

What Paramount-WBD means for Europe’s tangle of broadcast, pay TV and streaming inventory

Leading marketers share bold predictions for 2026, spanning streaming consolidation, real-time measurement, AI accountability and the evolution of retail media as commerce and media converge.

March 12Chris Stokel-Walker

Audio

Media

Inside Netflix’s quest to double ad revenue to $3 billion

March 11Chris Brooklier

Media The World Cup’s real impact in the US goes beyond live games

May 20Travis Clark

Media TV spent decades selling reach. Now it has to sell results.

May 19Chris Brooklier

Media Sports’ second-screen era is forcing a rethink of Australian football media buying

May 18Tharshini Tharma-Asokan

Media Netflix to add 3 more NFL games, expand ad plan to 15 more countries

May 14Chris Brooklier

CTV

Media

Could Netflix’s sports ambitions grow with its ads business?

March 4Travis Clark

Media Warner Bros. Discovery touts ‘trust in measurement’ at upfront

May 14Chris Brooklier

Media Upfronts 2026: Agentic, outcomes and fandom are this year's buzzwords

May 13Travis Clark

Media NBCUniversal’s upfront pitch: In the era of outcomes, attention alone isn’t enough

May 12Ilyse Liffreing

Media CTV ads drive significant uplift in brand AI searches, BrightEdge data shows

May 11Zac Wang

News Publishers

Media

YouTube wants TV budgets but not TV scrutiny

February 9Zac Wang

The Current e258 Drop Measurement CTV You Tube 1920x1080 Preview Image v1

Media Everyone complains about Nielsen. Upfronts still run on it.

May 7Chris Brooklier

Media As upfronts begin, commerce media is set to surpass TV ad spend

May 6John McDermott

Media Spotify at 20: Why its ads business is ready for the spotlight

April 29Michelle Castillo and Travis Clark

Media Upfronts 2026: Why accountability is top of mind for agencies

April 28Chris Brooklier

All Media

Media

How APAC media buyers turn global sports moments into local marketing wins

April 6Tharshini Tharma-Asokan

Media

How India’s biggest sports event will test whether advertisers adopt new TV currency

April 2Shantanu David

Media

From Disney+ to microdrama apps, what’s behind the pivot to vertical video?

April 1Travis Clark

Media

80% of Americans both watch and listen to podcasts

March 25Travis Clark

Media

Scripps to stream 100-plus live games on new Scripps Sports Network

March 24Chris Brooklier

The Current E265 Scripps Sports Network 1200px v1

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