As ad-supported streaming expands, cable operators and content owners can help each other succeed.

Disney-Charter deal signals next evolution of linear TV and streaming

Creativity remains a must for marketers, but so does a deep understanding of connected TV’s capabilities.

British advertisers and broadcasters lay out their CTV playbook: first-party data, creativity, and ROI

What’s driving the push to stream more than just the biggest sports in the world?

Ready to stream cricket matches and catamaran races? Niche sports get in the game

Netflix’s and Disney’s crackdowns on password sharing will likely boost subscriptions and provide better data to advertisers.

The streaming crackdown on password sharing could be a win for advertisers

As the NFL season starts and the Hollywood strikes continue, live sports are at the top of media plans.

It’s getting easier to advertise on streaming live sports: Here’s your playbook

It’s getting easier to advertise on streaming live sports: Here’s the playbook

Gaming is a growing space, but advertisers should be aware of its walled ecosystems.

‘A big step forward’: Gaming ecosystems are increasingly opening up to ads

Nintendo reported record profits in its most recent quarter. Marketing experts say it’s a sign of the brand’s longevity and innovation.

The year of Nintendo: What brands can learn from the gaming giant

The writers’ and actors’ strikes have forced studios to rethink marketing strategies, and it could have lasting effects.

How the Hollywood strikes could impact movie promotion

How streaming is transforming how we watch television.

Streaming

Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.

The Latest

Bite-size articles and infographics featuring the latest data every marketer should know.

The Readout

Stories about the emerging retail media market, including the latest brand partnerships.

Retail

The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.

Stay up to date

Premium

Tech giants jostle for AI dominance, while advertisers juggle even more channels.

nAI, CTV and FAST: A new era of digital advertising takes shape at DMEXCO

AI, CTV and FAST: A new era of digital advertising takes shape at DMEXCO

The Hollywood strikes could disrupt the availability of premium inventory in 2024 and cause implications for TV ad buyers.

The Hollywood strikes could disrupt the availability of premium inventory next year. But who stands to lose and gain?

Programmatic advertising’s granularity and low price volatility entice travel brands.

CTV, first-party data breathe new life into post-pandemic travel advertising

The Current Report breaks down Disney and Charter's new carriage agreement and what this new partnership could mean.

The Current Report: Disney-Charter agreement signals the future of TV

GroupM’s “This Year Next Year” report reveals predicted 10.4 percent surge in connected TV (CTV) and subscription video on demand (SVOD) expenditure. India emerges as a front-runner in the ad revenue boost. 

By 2028, CTV ad revenue is predicted to soar by 10.4 percent worldwide

Streamers expand offerings and embrace new strategies to capture younger fans.

Sports streamers adapt strategies to cater to younger audiences’ short attention spans

The NFL is leading the way among pro sports leagues in embracing connected TV (CTV) and digital channels to better reach its audience.

How the NFL is charting its future in the digital age

You’ve reached the end of the open internet! <br/> (Or at least the end of our search results.)

Netflix’s advertising journey illustrates how streaming is learning from cable’s beginnings

Netflix can draw on lessons from cable with advertising launch

When it comes to retail media strategy, Coca-Cola has seen success with return on ad spend, incremental reach, and determination of overlapping audiences, helping with programmatic targeting and consolidating media buys. 