Leo O’Connor

Yahoo is expanding its identity solutions to CTV media to make it easier for digital marketers to incorporate CTV within their digital media plans.

Streaming services that monetize with ads must prioritize engagement first and foremost. But programmers and investors alike named engagement as one of the top challenges of streaming profitability.

Since advertisers now treat connected TV more like a digital performance channel, expect programmatic CTV demand to keep ramping up – including in the open exchange.

Paramount unveiled a new ad product called Conduit, a direct integration layer between SSPs and EyeQ, Paramount’s CTV ad selling platform that aggregates Paramount+ and Pluto TV inventory.