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 Comcast’s Universal Ads launches in the UK, aiming to bring more SMB ad budgets to TV

June 23Zac Wang

Media Telemundo’s World Cup boom signals a shift in US media buying

June 17Chris Brooklier

Media Fox is buying Roku in a deal that could reshape free streaming TV

June 15Travis Clark

Media How Tubi is building on its creator strategy and F1 altcast for the World Cup

June 15Travis Clark

CTV

Media

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

March 4Travis Clark

Media As audio goes biddable, advertisers find new reasons to turn up the volume

June 11Ilyse Liffreing

Media Why targeting isn’t a big deal during the World Cup, according to streamer DAZN

June 10Zac Wang

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

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 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

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

All Media

Media

The NCAA basketball tournament will be one of the biggest CTV events of the year

The annual sporting event is ideal for CTV viewing and a showcase for the changing nature of TV viewership.

March 16, 2022John McDermott

Media

The Big Game sets a streaming record

The ‘most streamed ever’ game sees 11.2 million total viewers

February 16, 2022Ilyse Liffreing

Media

‘History was made:’ Why the Bills-Chiefs playoff has marketers all fired up

Marketers from Disney, Samsung assess live TV advertising in the streaming era

January 27, 2022Damian Fowler

Media

‘The dam is going to break:’ Consumers are ditching cable faster than expected

Live sports streaming is transforming the overall fan experience

January 12, 2022Damian Fowler

Media

IAB CEO David Cohen lays down the gauntlet to TV advertisers

‘The way you have done business over the last decade will no longer be valid.'

January 6, 2022George P. Slefo

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