Streaming, Hybrid Delivery, and the Reinvention of Broadcast Infrastructure

Today's audiences expect flexibility, immediate access, and personalised experiences. They move fluidly between devices and platforms, and they are less concerned with how content reaches them than with how easily it fits into their daily routines. For broadcasters and content providers, this creates both an opportunity and a significant challenge. The industry must transition from rigid, tower-based workflows to agile, IP-native systems that accommodate evolving behaviours without compromising reliability or quality.

Beyond the Ad Pod: Where CTV Advertising Will Go in 2026

As CTV changes how people consume content beyond the big screen, AI is simultaneously changing the way advertisers design, plan, activate and measure campaigns. Together, these two changes mean advertisers should be thinking about 2026 as a time to reinvent the way they reach audiences.

The Identity Problem Isn’t Loss, It’s Fragmentation

The real issue facing marketers today is not the disappearance of identity, but its fragmentation. Signals are multiplying across browsers, devices, apps, platforms, and environments, each behaving differently and governed by different rules. Rather than a single, predictable decline, marketers are navigating a patchwork of inconsistent identity signals that vary widely depending on where and how consumers are reached.

Agentic AI: A New Path to Efficiency and ROI

By this time next year, agentic AI will sit inside everyday operations no longer as an experiment, but as part of the connected backbone that powers how content is created, managed, and delivered. The question has shifted from if to how, and specifically, how to make it usable across the whole business.

What Counts as CTV? Why Defining the Channel Matters for Performance

CTV should mean ads that run where viewers expect TV adverts. That means full-episode, professionally produced, long-form content streamed through connected devices. It excludes user-generated clips, background ads, and placements that may technically run "on the big screen" but don't align with consumer perception of television.

In 2026, Premium Video Fragmentation Creates a New Wave of Aggregators

Ad-supported tiers are proliferating across streaming services, each with its own tech stack, data capabilities, and buying processes. For advertisers, this abundance creates complexity that threatens efficiency. More inventory should mean more opportunity, yet when premium video moments are scattered across streaming services, publisher platforms, and emerging channels - each with different buying mechanisms, measurement standards, and data integrations - finding the right inventory at the right time becomes exponentially more difficult.

Interactive, Measurable, Relevant: How CTV Will Continue to Shape TV Advertising

What does CTV's ongoing evolution hold for advertisers and the future of TV advertising?

Ad measurement: The key to maximising OTT ad revenue

Measurement is the foundation of trust in the ad-funded streaming economy. Advertisers seek transparency, publishers rely on predictable revenue, and platforms want efficiency. None of these goals can be reached solely through ad insertion. Measurement, especially as new standards aim to simplify how engagement is captured across devices, is central to sustainable monetisation.

From Reach to ROI, Proof Is Now TV’s Most Valuable Metric

Television has always been the most powerful storytelling medium, but for decades, it was also one of the hardest to measure. Brands knew TV drove awareness, yet they struggled to prove its impact on actual sales. As streaming reshapes how audiences watch video, the walls around measurement are finally coming down. Connected TV is no longer just about reach; it is becoming a channel that delivers proof.

Addressable TV Is What Streaming Promised to Be

The future of TV isn't about adding more screens. It's about adding more certainty. In a marketplace overflowing with channels, devices, and platforms, the brands that win will be those that don't just reach numbers, they reach the right people, their intended audience. Addressable TV gives marketers that clarity, pairing deterministic data with premium content to turn fragmented impressions into meaningful results.

How Global Ingest Is Redefining Cost Control and Agility for Modern Media Operations

Reimagining ingest: Cut costs without cutting corners by treating ingest as a strategic, metadata-driven platform.

Built to Scale? Why Live Sport Needs Multicast ABR and a Video-Specialised CDN

Live streaming is rapidly emerging as the primary destination for major sport events, but not without significant challenges. For sport streamers, three imperatives are emerging as critical priorities: scale more efficiently, reduce operational and environmental costs, and secure content against piracy. All while giving fans the high-quality experiences they demand from investing in multiple premium subscriptions.

The Death of the SSP is Wildly Overstated and Nothing To Wish For

The death of the SSP has been vastly overstated, and it is nothing buyers or sellers should welcome. A market without strong, independent SSPs would be less transparent, less competitive, and ultimately worse for both sides.

Three Things Brands Need for CTV to Flourish in 2026

As an industry we honestly don't know where CTV creative could go. We could end up with live streaming ads overlaying reality TV that involve the audience in real time, and match advertising with viewer preferences. There could be ads that open up a store so audiences can shop on the spot. Already, brands can overlay ads on replays in live sports. We need to embrace this period of variety and experimentation rather than suffocate it with talk about standards.

CTV’s next chapter: why unified monetisation will decide streaming’s winners

Behind the scenes, monetisation is often a patchwork process with systems operating independently and oftentimes competing rather than complementing one another. This introduces friction for publishers and buyers, and can impact efficiency and performance. Mediation offers a path forward that, if implemented correctly, can help publishers turn this complexity into a competitive advantage while also providing benefits for advertisers.

The Six Big Advertising Trends that Will Shape Live Sport Streaming in 2026

Millions of people are abandoning linear for streaming, with live sport causing the biggest shift of all. As audiences embrace streaming, advertisers follow. Here are the six major trends that will define this new phase of streaming.

CTV’s Next Chapter: Why Unified Monetisation Will Decide Streaming’s Winners

CTV is the future of advertising, but no one is sure yet what that future will look like. Will it be the TV side of the equation, where premium content and channel names are all that matter to ad buyers? Or will it be the data-driven side, where performance is key, regardless of content channel?

No Second Chances: Why Streaming Providers Should Embrace a Unified Observability Approach to Avoid Costly Site Failures

When millions tune in for live events, just seconds of downtime can have irreversible costs. Here's how providers can build resilience into their tech stack.

How L-band advertising is unlocking non-intrusive monetisation in streaming

Consumers are willing to tolerate ads in exchange for lower subscription fees, but they expect those ads to be relevant, less frequent, and non-disruptive. By leveraging screen real estate in a subtle yet effective way, L-band ads offer a compelling solution for service providers seeking to balance monetisation with viewer satisfaction.

Anatomy of a low-latency origin service

At the core of every streaming workflow is the origin server—the system that receives encoded video segments and playlist files from an encoder and makes them available to the distribution network. The origin acts as the authoritative source for the stream, ensuring that each request from a video player, whether for the latest HLS segment or an updated manifest, is served with accuracy and speed. Its performance directly impacts startup latency, playback stability, and the ability of a stream to scale to millions of concurrent viewers.