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In CTV’s New Era, Curation Gets Smarter: PubMatic & IRIS.TV Expand What’s Possible

PubMatic

As the 2025 upfronts come to a close, advertisers are facing more than just shifting budgets. Publishers passing IRIS_IDs in bid requests have seen eCPM lifts by 20-25%, driven by increased advertiser demand for high-performing impressions. Together, we can redefine the future of CTV advertising.

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Programmatic Advertising: What Is It and How Does It Work?

MNTN

It might sometimes feel like it’s impossible to keep up with the ever-changing world of advertising. And one of the areas that has seen the most growth over the last few years is programmatic advertising. But what is programmatic advertising and how does it work? What is Programmatic Advertising?

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How MediaMath is Helping Indian Marketers Drive Performance Through Transparency

Media Math

MediaMath Country Manager, India, Pranjal Desai sat down with Matterkind Business Head Paras Mehta to discuss how we’re working with Interactive Avenues, a leading online digital marketing agency in India, to deliver advertisers a modernized ecosystem across all channels that’s transparent, fair and effective. What marketers want.

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Future of TV Briefing: Smart TV makers seek to steal the screen

Digiday

It’s also likely an effort to bolster its CTV advertising business and guard that business from the effects of the rising smart TV competition. 14.6%: Percentage share of TV ad impressions that aired on CBS in 2022. a JIC called BARB provides the measurement data that TV ad buyers and sellers use as the basis for transactions.