CTV

Innovid added a new machine learning feature to its measurement product that automatically optimizes CTV campaigns based on how they’re performing.

MAGNA and Roku released a joint study to give buyers some advice about how to approach frequency capping in streaming – including when to dial it down and when to turn it up.

On Wednesday, iSpot acquired 605, a TV measurement and attribution company that brings iSpot’s US household footprint to 82.7 million.

CTV advertisers are enamored of programmatic because of its digital-like ad targeting. But programmatic CTV is far from perfect and rife with fragmentation.

State privacy laws could make it a lot harder for advertisers to use IP addresses – a foundational signal for CTV ad targeting and attribution for well over a decade.