Live at scale: The World Cup exposed advertising's infrastructure gap

With 104 matches, 48 teams, and three host countries, the 2026 World Cup would challenge any campaign plan. But this tournament poses even more structural complexity than ever before: for the first time, a single sporting event of this magnitude is simultaneously airing across broadcast television, multiple streaming services, smart TV homescreens, and social feeds, often within the same household, sometimes on the same couch. Most advertising infrastructure was not built for that.

World Cup: Argentina v Egypt—the reigning champion’s comeback and added-time gift for advertising

Yospace is collecting streaming and advertising data from 14 OTT rights-holders worldwide throughout the tournament, showing how in-match events shape streaming audiences and advertising opportunities. In this article, we're analysing Argentina's 3-2 win against Egypt, with a stunning comeback perhaps only the reigning champions could secure.

Incrementality at Scale: Closing the Loop Without Moving Data

Incrementality has become a board-level priority. It is now even more important for those signing off on marketing budgets to understand what outcomes advertising actually drives, not just where it reaches. For CMOs, this presents a significant challenge, as most measurement methods aren't suited to this.

Reducing TCO for streaming services

Financial pressures felt over the last few years has led to a new set of challenges around total cost of ownership (TCO). Video services are now tasked with finding ways to reduce spending and increase revenue generation, all without increasing churn, and this has caused the age-old build versus buy debate to resurface.

Take the director’s seat with multiview streaming

Multiview opens the possibility to follow what matters most - whether that's tracking a long jumper through their run-up and jump or staying with a sprinter as they race for the finish line in medal-defining moment. 

The Future of CTV Will Be Defined by Mindset, Not Just Reach

Planners have more ways than ever to reach audiences across screens, so reach on its own is no longer a differentiator. What's more difficult is to make sure an ad lands in the right context, at the right moment, with the viewer in the right mindset. This is what will define the next phase of CTV.

Beyond delivery: why streaming success is defined by customer experience

QoE is no longer a technical KPI; it is a business-critical metric. Yet, despite its importance, many organisations still lack the tools and visibility needed to measure and optimise it effectively.

The three-click rule: streaming's biggest retention problem

For more than a decade, the industry has focused on solving content scarcity. Billions have been invested in original programming, exclusive rights, global distribution, and expanding content libraries. Consumers now have access to more content than at any point in television history. Yet despite this unprecedented abundance, many viewers still struggle with a surprisingly simple task: finding something worth watching. The problem is no longer the size of the library. The problem is navigating it.

Beyond the hype: where MoQ fits in live streaming

The conversation around Media over QUIC (MoQ) can sometimes move faster than the technology itself. There is strong momentum behind the initiative and encouraging technical demonstrations, but there is still a meaningful gap between early interoperability testing and operating a mature, large-scale production ecosystem. That is why it is important to approach MoQ pragmatically and understand both what it changes technically and where it realistically fits within existing streaming architectures.

What the FIFA World Cup tells us about reaching sport audiences today

The World Cup will show that scale today is not built in one place: It's built through a 360-degree approach to fan engagement that connects live moments, always-on content, and measurable commercial outcomes.

Streaming's Future: Guarantee It or I'm Not Buying

At the end of the day, brands want to know their media investments are working. Not just the number of impressions served, but that those impressions drove the outcomes they care about. That requires the ability to plan, buy, optimise, and measure across publishers. When those capabilities exist, the industry can deliver what clients are demanding and guarantee it.

What the FIFA World Cup tells us about reaching sports audiences today

The World Cup will show that scale today is not built in one place: It's built through a 360-degree approach to fan engagement that connects live moments, always-on content, and measurable commercial outcomes.

Advertisers are missing the top World Cup opportunities

Live World Cup inventory commands a premium for good reason. It delivers scale, emotion, and cultural visibility. But cultural relevance does not automatically equal performance. As CPMs climb and frequency compresses inside those high-demand windows, measurement becomes more complex and optimisation more limited.

Trillions of signals and billions of people: how systems score goals

Whoever your target audience is, and whichever signals best predict their conversion likelihood, marketers must seriously consider and account for the 2026 FIFA World Cup in their strategies this summer. FIFA estimated that over six billion people will engage with this year's tournament — the largest live audience in sport history, fragmented across linear, streaming, broadcaster apps, and phones. There's a high likelihood that a significant portion of your audience will be watching. The question is: can you reach them cost effectively? Streaming CPMs could rise sharply as demand concentrates around the tournament.

Weighing the Societal Risks of AI in Digital Advertising

As AI continues to disrupt the industry, it's critical that we confront the issues it creates for digital advertising with honesty and integrity.

Beyond the Top 300: CTV’s Next Phase Calls for Discoverability

The next phase of CTV is not just about adding more demand. It's also about enabling that demand to find and transact on supply without friction.

Tackling Last-Mile Ad Compliance in Streaming

Streaming runs at a scale and speed where errors often appear just as the ad reaches a viewer, making the "last mile" the most vulnerable stage for both compliance and revenue. Understanding and addressing these last-mile challenges is critical for any brand, agency, or platform looking to maximise the value of streaming advertising.

Strategizing XR for Video

Now that technology giants Google, Samsung, Meta, Apple and Qualcomm have all thrown their hats in the XR ring, media companies are starting to consider how and when they should leverage XR. This means it's time for video providers to look much more seriously at developing an XR strategy.

Why Signal Quality Is Shaping the Future of Streaming Media Performance

Advertisers now work with a wide mix of signals, including contextual cues, viewing behaviour, and various forms of audience modelling layered across different systems. While this should, in theory, create a clearer picture, it often introduces the opposite. Signals begin to overlap, and in some cases contradict one another, which makes it harder to understand what is actually shaping performance.

Why Content Protection Must Evolve for IP and Cloud-Based Workflows

There are now more actors attempting to steal content than there are protecting it, shifting the balance of power. Content protection can no longer be confined to a single point in the chain; it must extend across the entire workflow, from ingest through to playback.