Connected TV and OTT
MarTech is your source for connected TV & OTT content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Connected TV & OTT represent the digital transformation of traditional linear TV publishers following the rise of streaming platforms and mobile viewing. For marketers, connected TV & OTT enables them to reach households through any device, including smart TVs.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
MarTech Today: Adobe/Placed targets linear TV, Marketo updates & YouTube rolls out more ad extensions
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Adobe bringing digital targeting, measurement capabilities to Linear TV Oct 1, 2018 by Greg Sterling Partnership with Placed enables offline visits to be linked to TV ad exposures. Release Notes: Marketo […]
Sizmek re-enters TV ad space with an Advanced TV Initiative
The ad platform is now providing planning, deployment and reporting to connected, addressable and linear TV as it expands beyond web and in-app ads.
MarTech Today: iHeartMedia buys Stuff Media, Sizmek re-enters TV ads & CTV continues to grow
Here’s our recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: iHeartMedia to acquire Stuff Media as podcasting continues its rise Sep 17, 2018 by Robin Kurzer Publishers continue to invest in podcasts despite marketers’ concern about the lack of 3rd-party measurement standards. […]
Marketing Day: Amazon Storefronts, two new ad formats for Google, addressable TV & more
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
Report: Connected TV impressions have grown 106% since 2016
CTV may help realize brand marketers' long-held dream of 'addressable TV.'
New report: CTV emerges as top platform for video advertisers, completion rates continue to improve
Extreme Reach's video benchmark report also shows that viewability rates continue to rise.
As addressable TV becomes more pervasive, here’s how to find your audience
Contributor Justin Freid suggests a variety of data sources that you can employ to improve TV advertising results.
Advanced TV: The final piece of the programmatic puzzle
As brands and agencies evolve their corporate structure to adapt to developments in martech, contributor Chuck Moran argues they must factor programmatic TV into their calculations.
Traditional TV rolls with the times, remains a viable entertainment channel to both viewers and advertisers
As it has for more than 100 years, competing tech challenges television to evolve rather than contribute to its demise.
The future of TV advertising in today’s digital world
TV advertising isn't what it used to be -- it's much more, argues contributor Chuck Moran.
The MarTech Minute: WFA finalizes global charter, Tru Optik launches new TV measurement solution & more
The martech week in review: News and announcements in marketing technology this week that you might have missed.
Tru Optik leads consumer privacy initiative for OTT TV
The Connecticut-based firm has launched OptOut.TV, and about 40 other firms have signed on.
All the right marketing technology for advanced TV media buying
Every marketer, regardless of discipline, has a holy grail in mind. For analysts, it may be having a holistic view of the customer journey. For creatives, it may be having the team and tools to conceptualize and generate impactful experiences. And for media buyers, it may be the ability to take a single media plan […]
SteelHouse adds Connected TV
The ad platform is the latest to bring CTV into the digital ad ecosystem.
MarTech Today: Facebook shutters ‘M’ but readies ‘Portal,’ SteelHouse adds Connected TV & an effective ‘marchitecture’
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Facebook shutters digital assistant ‘M’ and readies video ‘Portal’ Jan 9, 2018 by Greg Sterling The Facebook touch-screen video device will make calls, stream Netflix. GK Software’s AI acquisition promises a […]
Swrve adds support for OTT TV apps
The expansion of the app-oriented marketing platform highlights OTT’s increasing attractiveness for marketers and Swrve’s continued expansion.
MarTech Today: Addressable TV, Receptiv’s mobile web video ad format & email security
Here’s our recap of what happened in marketing techology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Addressable TV from the media buyer’s perspective: What’s hype vs. reality Nov 17, 2017 by Ginny Marvin With the application of data, TV buying is slowly starting to take on characteristics already […]
Addressable TV from the media buyer’s perspective: What’s hype vs. reality
With the application of data, TV buying is slowly starting to take on characteristics already innate to digital marketing.
MarTech Today: Winners of the Stackies, PlaceIQ and comScore’s partnership & Connekt’s connected TV ad platform
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Here are the winners of this MarTech conference’s Stackies Oct 3, 2017 by Barry Levine For the first time, the Stackies requested organizational stacks to complement the previous competitions involving tech […]
Connekt’s connected TV advertising platform lets viewers shop right from linear TV ads
The company's "data augmentation layer" can deliver ad overlays that users can engage with in real time and powers retargeting across other connected devices.
Are your TV analytics just ‘good enough?’ 8 signs it’s time for an upgrade
The challenges of TV measurement abound. Columnist Alison Lohse believes marketers shouldn’t have to settle for “good enough” to understand how TV is performing, but should instead look toward TV attribution as the answer.
Marketing Day: Social media ad fatigue, programmatic TV & holiday email subject lines
Here’s our recap of what happened in online marketing today, as reported on MarTech and other places across the web. From Marketing Land: Rise of the strategic marketing operations leader: Part 1 Sep 22, 2017 by Debbie Qaqish Contributor Debbie Qaqish believes marketing operations leaders are becoming the new power players in marketing and gives […]
The Trade Desk integrates connected TV buying and measurement directly into its platform
Ad buyers can target, measure and retarget addressable TV households across screens.
FAQ: Addressable TV & the convergence of digital video and TV ad buying
A look at the state of cross-device media buying and the challenges and opportunities that lie ahead.
Google trying TV ad buying again with DoubleClick Bid Manager
In a new test, advertisers will be able to buy linear TV spots programmatically via DBM.
Tru Optik now allows identified customer data for OTT TV ad targeting, through LiveRamp
A brand’s personally identifiable customer profiles can be handled by LiveRamp, anonymized, and passed to Tru Optik for ad targeting.
Nielsen’s ‘Digital in TV Ratings’ wins MRC accreditation
The certification marks another step toward full data equality for online-delivered television.
mParticle announces single SDK for OTT streaming TV apps on Roku
The release allows a single API from Roku apps to connect user and activity data to more than 100 advertising, marketing and analytics tools.
TV maker VIZIO fined $2M for no-consent tracking of consumer viewing habits
Viewing habits were meticulously logged, tied to demographics and sold to third parties for ad targeting and tracking.
Tru Optik, Kantar Millward Brown can now track real-world purchases by individuals to OTT TV ads
Companies say this is the first attribution chain from OTT TV ads to offline purchases.
Best of both: Making TV and digital work in unison
As the line between TV and digital continues to blur, how can marketers make them work together? Contributor Kevin O'Reilly shares tips to ensure a complementary media strategy.
Amazon Alexa now has more than 7,000 voice apps, Google Assistant coming to TV
Competition among virtual assistants heating up as they move to a broader range of connected devices and appliances.
Lotame launches what it calls ‘first TV data management platform’
Following up on its Smart TV Audiences last March, the company can now direct advertisers toward TV programs watched by segments of online users.
[Podcast] Marketing Land Live #35: What is OTT TV? with guests from Adobe & Tru Optik
In this week's episode, we visit with Andre Swanston, co-founder and CEO of Tru Optik, and Campbell Foster, Director of Product Marketing at Adobe, to discuss what marketers need to know about OTT video.
[Podcast] Marketing Land Live #35: What is OTT TV? with guests from Adobe & Tru Optik
In this week's episode, we visit with Andre Swanston, co-founder and CEO of Tru Optik, and Campbell Foster, Director of Product Marketing at Adobe, to discuss what marketers need to know about OTT video.
MarTech Today: Adobe’s Sensei layer of AI, Facebook adds Apple TV and Roku, & more
Here’s our recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Not to be out-Einstein’d, Adobe launches its Sensei layer of AI services throughout its clouds Nov 4, 2016 by Barry Levine The new framework distributes existing intelligent services across the company’s Marketing, […]
Marketing Day: Twitter stripping ads on iOS, Facebook takes ad network to TV & more
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
Facebook will try selling ads on TV screens next week
Facebook's ad network's expansion to digital TV is a minor test with major implications.
Urban Airship now sends its notifications to any device, not just smartphones or tablets
The updated mobile marketing platform can create and transmit actionable messages to connected TVs or cars, smart appliances, point-of-sale displays, or intelligent agents.
Tru Optik launches OTT Data Cloud to bring segment targeting to connected TV
The company says this is the first time marketers can use web-like audience targeting for ad-supported TV seen via Roku, Apple TV or game consoles.