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.

Optimising OTT experiences: five streaming strategies that deliver better QoE

This article explores practical, vendor-neutral strategies that OTT service providers can use to strengthen QoE across the entire delivery chain, from pre-delivery checks and multi-stage monitoring to client-side analytics and emerging innovations in automation and personalisation.

As AI personalises the future, local ads must break free from one-size-fits-all

As AI embeds itself deeper into the infrastructure of modern advertising, it's changing how we think about developing and tailoring the message itself. Ad creative can be dynamic, testable, and just as targeted as the rest of the campaign.

The next generation of sport fans isn’t where you think they are

Live sport remains one of the biggest draws in TV advertising as both TV and the sport fan evolve. We've reached a point where the next generation of sport fans may not even align with the image of the traditional cord cutter or streaming viewer when it comes to engaging with their teams. In fact, they may not even watch the games in full. These passionate fans are engaging with the content and conversation that happens around sport, and this shifting dynamic means advertisers need new strategies for reaching this audience. 

How AI is transforming content discovery in streaming

With AI and machine learning, computer vision, and natural-language processing, AI can analyze video at the frame level, identifying faces, logos, scenes, emotional tone, and spoken keywords. The result is metadata that's deeper, more dynamic, and far more actionable. For streaming providers, it's not just about fixing a bottleneck but about turning discovery into a competitive advantage.

Global Growth, Local Limits: A New Playbook for ROI in Sport Broadcasting

For sport organisations to unlock growth, protect margins, and reach fans wherever they are, they need a new kind of playbook: one that puts flexibility, efficiency, and market-specific value at its core.