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When it comes to ad tech, ad servers might not always grab the spotlight. However, in the CTV environment, ad servers are the backbone of efficient content monetization, playing a role that extends beyond just serving ads. Unlike standard online ad servers, CTV ad servers must handle additional complexities, such as regulatory compliance and managing longer ad breaks grouped in 'pods.' This means ensuring that ads are seamlessly stitched into content via server-side ad insertion (SSAI) without disrupting the viewing experience—an essential yet technically challenging task. The role of the CTV ad server also varies significantly based on how publishers sell their inventory. For larger broadcasters and CTV-first publishers who sell most of their inventory directly, the ad server acts as the brains behind content monetization. It targets ads at specific users based on predefined deals, optimizing each ad's placement and frequency. On the other hand, smaller CTV publishers might rely more on programmatic auctions. In such cases, the supply-side platform (SSP) takes on more of the workload, filling entire ad pods in real time and managing competitive separation and frequency capping. Some ad servers are directly integrated with SSPs, enabling them to handle ad decisioning and provide the necessary signals for SSPs to execute sales. As CTV continues to grow, ad servers are becoming more sophisticated in their ability to forecast monetization potential and adapt to hybrid strategies, balancing between ad-supported content and subscription models. This helps publishers maximize revenue while ensuring an optimal user experience. Key market enablers, such as the growth of CTV advertising budgets, the rise in PMP and open auction deals, and the expanding audience of AVOD and FAST TV, drive innovation in CTV ad servers. However, the market also faces barriers, including the lack of CTV platform interoperability, challenges with real-time frequency capping, and the risk of ad fraud threats like ‘CycloneBot,’ which can spoof over $7.5 million per month. Learn what’s driving the growth in the CTV AdTech space and who the top ad servers in the market are: https://lnkd.in/gpCxGc4N #ConnectedTV #CTVAdvertising #CTVPerformance #AVOD #FAST #streaming #AdTech #Programmatic #MarTech #Publishers #ads #fastchannels #adspend #CTVAdTrends #CTVStatistics #streamingtv #streaming #adserver

At #Xenoss, we believe that staying deeply attuned to our clients' needs starts with being highly informed about the latest industry developments and trends. That's why we're always focused on the latest in the #AdTech and #MarTech worlds. In the newest edition of Xenoss #MarTechInsider, we bring you the most impactful stories and transformations shaping the industry this August. What’s inside: 🔸 #Netflix partners with data giants #InfoSum, #LiveRamp, and #Snowflake to boost its advertising platform, focusing on data privacy and sophisticated measurement capabilities. 🔸 #Reddit makes its first acquisition post-IPO by snapping up #MemorableAI, signaling a push to enhance its ad offerings and challenge platforms like Facebook and TikTok. 🔸 #Roku advances cookieless targeting with Unified ID 2.0, providing advertisers with better precision and performance across its vast network. 🔸 #Criteo is rumored to be in talks to acquire #Skai, potentially expanding its influence in performance marketing and enhancing its retail media capabilities. 🔸 #WarnerBrosDiscovery International unveils WBD AIM, a first-party data platform aimed at delivering precise audience targeting across EMEA, APAC, and LATAM. 🔸 #PerplexityAI is set to launch ads on its platform in Q4, venturing boldly into monetization with high CPMs. 🔸 #JounceMedia partners with #AdLib to offer MFA-blocking tools for midsize buyers, aiming to improve inventory quality and optimize ad spend. 🔸 #Xenoss proudly announces the promotion of Ihor Novytskyi to Director of Solution Engineering, further solidifying our commitment to delivering top-tier MarTech/AdTech solutions. 🔸 MarTech industry voices weigh in on how the convergence of data capabilities might challenge traditional CDPs and impact data management strategies. 🔸 #CDPs embrace humor and bring a creative spin to the table with meme-based explanations. Join the conversations that define the industry and gain exclusive insights that you won’t find in press releases. Subscribe to Xenoss MarTech Insider today ⤵️ #data #marketingtrends #publishers #media #ctv #programmatic #DigitalAdvertising

Counting down to #AWNewYork 2024. Who else is going? Xenoss will be at Advertising Week New York 2024 from October 7-10! Dmitry Sverdlik, #Xenoss CEO, and Maria Novikova 🔜 📍 Programmatic I/O New York, Xenoss CRO, are already lining up their schedules to connect on the latest trends and innovations in marketing and advertising As a marquee event on the #MarTech and #AdTech calendar, #AdvertisingWeek New York is the place to be for anyone serious about staying ahead in the digital marketing landscape. It's the perfect chance for us to reconnect with familiar faces and make new connections in the industry. If you're looking to explore: 🔸 Custom MarTech/AdTech development 🔸 High-load and big data solutions for MarTech/AdTech 🔸 Optimizing your tech stack and architecture 🔸 AI & ML development tailored for MarTech/AdTech 🔸 Opportunities for partnerships and tech consulting Let's make the most of this event and find some time to chat. We’d love to discuss how our expertise can help take your technology strategy to the next level. Reach out to us to schedule a meeting! See you in New York!

Whether you're building or buying a CTV ad server, it pays to know the market landscape. To help you stay ahead, here’s a quick overview of some of the leading CTV ad serving platforms and their standout features: 👉 FreeWheel: From dynamic scaling for live broadcasts to integrating cookie-free data with Lotame, FreeWheel stands out with robust programmatic capabilities. 👉 Google Ad Manager: Featuring simplified DAI Pod Serving and innovative API tools, Google Ad Manager ensures a smooth ad experience for live events and reduces missed impressions. 👉 Magnite: With cross-environment ad-serving and features like SpringServe Tiles for creative customization, Magnite excels in scalable and targeted ad delivery. 👉 Equativ: A vertically integrated ad server that’s versatile, Equativ offers HbbTV TA for targeted advertising and expanded inventory options via the Sharethrough merger. 👉 Publica: Known for its A/B testing and inventory split capabilities, Publica enhances yield optimization with real-time image recognition through Elea.ai. 👉 AdButler: From DOOH to video ads, AdButler is an all-in-one ad server that offers customizable solutions, ensuring faster serving times and maximizing CPMs. 👉 AdKernel: With native VAST/VPAID integrations and multi-factorial DSP/SSP optimization, AdKernel provides precise conversion tracking and smarter traffic routing. 👉 Nexxen: Offering Nielsen’s TV Fusion panel mapping and white-label DSP options, Nexxen focuses on precise measurement and unified optimization tools. Dive deeper into these platforms, their unique features, and what’s driving the growth in the CTV AdTech space today. Check out the full breakdown: https://lnkd.in/gpCxGc4N #CTV #AVOD #FAST #Streaming #AdTech #Programmatic #MarTech #Publishers #ads #fastchannels #adspend #CTVAdTrends #CTVStatistics #streamingtv #ctvadvertising #streaming #connectedtv #Xenoss

At MAD//FEST LONDON, Jon Walsh, founder of JobsInAdtech.com and The Adtech Chat Community, and #Xenoss Brand Ambassador, engaged with leading CTV experts to capture the freshest insights straight from the source. Dive into our latest blog posts to explore these valuable perspectives: 🔹 The latest CTV market trends and what to expect in 2024: https://lnkd.in/gjHgCG_S 🔹 Breakdown of the top CTV advertising platforms and ad servers: https://lnkd.in/gbHXJMxV 🔹 2024 CTV advertising landscape with regional insights: https://lnkd.in/e5WFMAG4 We’re featuring insights from Edmund Mullins, Director of Inventory & Partnerships at StackAdapt, on the evolving landscape of data-driven targeting in CTV and the latest advancements shaping this space. Eager for more? Check out our latest posts to hear directly from CTV experts!

#Xenoss Brand Ambassador Jon Walsh, also the founder of JobsInAdtech.com and The Adtech Chat Community, mingled with top CTV experts at MAD//FEST LONDON to secure the latest industry insights firsthand. We’re thrilled to share these perspectives in our latest blog posts: 🔸 State of CTV market and emerging trends for 2024: https://lnkd.in/gjHgCG_S 🔸 Breakdown of the top CTV advertising platforms and connected TV ad servers: https://lnkd.in/gbHXJMxV 🔸 Connected TV advertising landscape and regional insights for 2024: https://lnkd.in/e5WFMAG4 We turn the spotlight on Marius Leichte, International Business Development Manger at Virtual Minds, to get his insights on how CTV is merging with other digital and traditional media forms in 2024. Curious to learn more? Get the scoop from CTV pros in our latest blog posts! #CTV #AVOD #FAST #Streaming #AdTech #Programmatic #MarTech #Publishers #ads #fastchannels #adspend #CTVAdTrends #CTVStatistics #streamingtv #ctvadvertising #streaming #connectedtv

At MAD//FEST LONDON, Jon Walsh—#Xenoss Brand Ambassador and the driving force behind JobsInAdtech.com and The Adtech Chat Community— gathered the freshest industry perspectives from CTV experts. We’re thrilled to share these insights in our latest blog posts: 🔸 Breakdown of the top CTV advertising platforms and connected TV ad servers: https://lnkd.in/gbHXJMxV 🔸 State of CTV market and emerging trends for 2024: https://lnkd.in/gjHgCG_S 🔸 Connected TV advertising landscape and regional insights for 2024: https://lnkd.in/e5WFMAG4   Today, we spotlight James Hamlin, Director at Add3, and his expert take on key CTV growth factors. Curious to learn more? Get the scoop from CTV pros in our latest blog posts! #CTV #AVOD #FAST #Streaming #AdTech #Programmatic #MarTech #Publishers #ads #fastchannels #adspend #CTVAdTrends #CTVStatistics #streamingtv #ctvadvertising #streaming #connectedtv

Jon Walsh, #Xenoss Brand Ambassador and founder of JobsInAdtech.com and The Adtech Chat Community, returns with another exclusive interview, this time gathering insights from Gavin Stirrat, CEO at Adimo. We’re thrilled to share these insights in our latest blog posts: 🔸 State of CTV market and emerging trends for 2024: https://lnkd.in/gjHgCG_S 🔸 Connected TV advertising landscape and regional insights for 2024: https://lnkd.in/e5WFMAG4 🔸 Breakdown of the top CTV advertising platforms and connected TV ad servers: https://lnkd.in/gbHXJMxV Gavin sheds light on the growing trend of shoppable ads in CTV and their transformative impact on advertising strategies. He explains: "One of the most innovative formats emerging in CTV is making ads shoppable. This approach provides brands with greater accountability in their media buys. In an era of heightened privacy concerns and varying levels of tracking, shoppable ads not only help brands meet their metrics and increase awareness but also offer consumers utility and a direct path to purchase, eliminating dead-end journeys. While this trend is still in its early stages in the UK, it's gaining traction in the US, where more ads, both on CTV and linear TV, now feature QR codes. Some companies are even prompting viewers to get their phones ready at the start of an ad slot, ensuring they can easily interact with the QR code displayed at the end. Shoppable ads are certainly among the most innovative formats in CTV." Curious to learn more? Get the scoop from CTV pros in our latest blog posts! Links in the comments! 👇 #CTV #AVOD #FAST #Streaming #AdTech #Programmatic #MarTech #Publishers #ads #fastchannels #adspend #CTVAdTrends #CTVStatistics #streamingtv #ctvadvertising #streaming #connectedtv

In the fourth installment of our Q&A series, Jon Walsh, #Xenoss Brand Ambassador and founder of JobsInAdtech.com and The Adtech Chat Community, interviews leading CTV experts at MAD//FEST LONDON for fresh insights directly from the field. We’re thrilled to share these insights in our latest blog posts: 🔸 State of CTV market and emerging trends for 2024: https://lnkd.in/gjHgCG_S 🔸 Connected TV advertising landscape and regional insights for 2024: https://lnkd.in/e5WFMAG4 🔸 Breakdown of the top CTV advertising platforms and connected TV ad servers: https://lnkd.in/gbHXJMxV   Today, we spotlight Rupert Staines, CEO at Vector Retail Media , and his expert take on the evolution of CTV and effective seasonal targeting strategies: "CTV has been evolving significantly. With numerous channels now available through major players like Disney, Paramount, and Amazon Prime, the landscape has expanded immensely. Most consumers today are consuming content without actively choosing a channel; the content finds them, which is an exciting development for TV and advertisers alike. This evolution has democratized TV planning and buying, making it accessible even to advertisers below the top 500. They now have the opportunity to engage in TV advertising, which was previously out of reach. Furthermore, the advanced data capabilities available today are remarkable. For example, Amazon, with its vast TV network and the world's largest shopper dataset, allows for a deep understanding of what users are in the market for. This data can be applied to audiences watching specific genres or across various channels. Recently, we ran an interesting campaign in Germany for a Christmas tree brand. We targeted audiences based on their market behavior during the Christmas season and their affinity for certain streaming content. We found that viewers of Christmas movies and Hallmark-type content performed exceptionally well. This campaign, which had a budget of £50,000, successfully drove traffic and delighted our client without the need for a million-pound investment." Curious to learn more? Get the scoop from CTV pros in our latest blog posts! Links in the comments! 👇 #CTV #AVOD #FAST #Streaming #AdTech #Programmatic #MarTech #Publishers #ads #fastchannels #adspend #CTVAdTrends #CTVStatistics #streamingtv #ctvadvertising #streaming #connectedtv

Jon Walsh, #Xenoss Brand Ambassador and founder of JobsInAdtech.com and The Adtech Chat Community, is back with the third interview in his Q&A series, collecting fresh perspectives from leading CTV experts at MAD//FEST LONDON. We’re thrilled to share these insights in our latest blog posts: 🔸 State of CTV market and emerging trends for 2024: https://lnkd.in/gjHgCG_S 🔸 Connected TV advertising landscape and regional insights for 2024: https://lnkd.in/e5WFMAG4 🔸 Breakdown of the top CTV advertising platforms and connected TV ad servers: https://lnkd.in/gbHXJMxV In today's feature, Ben Rooke, Senior Performance Lead at Total Media, shares his guidance for advertisers tackling the complexities of the fragmented CTV market and setting realistic expectations: "The first piece of advice I'd probably like to give is to go for a curator partner. So, there are a few examples out there. Sabio is pretty good, work with Teads as well. It's a very fragmented market. There are probably over 50 suppliers in the US alone. Probably another 20-30 in the UK. A bit of a minefield in terms of managing reach and expectation with regards to incrementally improving what you're seeing through linear TV. I'd probably look towards a curated supplier to give you a fixed rate look between £20 and £25 as an offering and go from there." Curious to learn more? Get the scoop from CTV pros in our latest blog posts! Links in the comments! 👇 #CTV #AVOD #FAST #Streaming #AdTech #Programmatic #MarTech #Publishers #ads #fastchannels #adspend #CTVAdTrends #CTVStatistics #streamingtv #ctvadvertising #streaming #connectedtv