Netflix is reshaping CTV economics as sports, live events, podcasts, and a potential WBD acquisition push its ad tier toward 10% of spend, with $3 billion in sight this year.
Snap pilots $4.99 to $19.99 subs as DAUs dip, chasing steadier revenues beyond ads.
Doctors watch less TV than the average US adult, but favor CTV and on-demand—which are prime time for targeted pharma messaging.
Comcast and Adara are linking ad exposure directly to confirmed travel bookings; with this move, TV and streaming are moving closer to performance accountability.
Live sports boosted cable viewership in January, but streaming’s dominance signals marketers must balance CTV precision with linear scale.
The future of streaming is back in play, as WBD’s reopened talks with Paramount revive consolidation questions.
68% expect social to deliver the most value, pairing low costs with AI and UGC to rival bigger brands.
AI tools are becoming some travelers’ first stop, reshaping discovery and pressuring search-driven players.
Gaming’s 42% jump and ChatGPT’s ad push signal a 2026 reset.
HBO, Netflix, and Apple use companion podcasts to fight churn, turning fandom into hours of opt-in engagement.
Instagram is reportedly expanding Meta's ecosystem with Instants, a Snapchat-style app that would add inventory and reach, reinforcing Meta’s ad dominance.
Amazon’s Twitch platform is testing pause ads as 51% of viewers act on them, betting on less intrusive formats to drive livestream reach.
Reddit is entering its yield phase; new leadership hires and AI tools aim to convert strong engagement into scalable, higher-value ad revenues.
Early ChatGPT ads favor learning over ROI; high CPMs and limited measurement skew participation toward brands buying influence and insight.
Paramount upped cash guarantees and fees in its WBD offer, betting richer terms can beat Netflix despite repeated board rejections.
TikTok and Uber turned TV ads into app engagement, showing the game now drives measurable action, not just buzz.
Meta spent heavily on unskippable TV to sell teen safety, treating paid media as reputation risk management.
On today’s podcast episode, we discuss the three big questions surrounding Meta right now: Is 2026 Meta’s ‘Big Tobacco’ moment? How big of a problem is Meta's AI spending spree? What's the vision for its AI agent? And more. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Minda Smiley and Principal Analyst Max Willens. Listen everywhere, and watch on YouTube and Spotify.
Algorithms now shape most ad spend: Decisioning is expanding beyond targeting, increasing scale while adding opacity across planning, execution, and measurement.