The growth of ad-supported streaming has reshaped the CTV advertising landscape. As consumers increasingly opt for affordable ad-supported subscription tiers and free streaming services, advertisers have gained access to larger CTV audiences. However, increased inventory also means more advertisers vying for the same viewers which makes capturing attention increasingly challenging. This is where the latest […]

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Quick Answer A CTV private marketplace works the same way as a display PMP at the deal level. A publisher or supply-side platform sets up an invite-only auction, assigns a Deal ID, and shares that ID with selected buyers. The difference sits inside delivery. CTV inventory reaches viewers through ad pods placed inside a live […]

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Quick Answer No single ad format wins across every PMP deal. In-stream video and rich media tend to justify the premium pricing of curated inventory best, native fits contextual, content-driven buys, and standard display remains the most scalable, cost-efficient option for reach-driven campaigns.

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India’s Independence Day marks one of the country’s biggest retail engagements before the festive season begins. Weeks before August 15, consumers start researching products, comparing prices, planning travel, browsing festive offers, and engaging with brands across multiple mobile touchpoints. According to Deloitte and FICCI, India’s online retail market is projected to reach $260 billion by […]

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Open exchange, private marketplace (PMP), and programmatic guaranteed (PG) are three separate ways programmatic inventory gets bought and sold, and each trades a different amount of access for a different amount of control. Open exchange lets any buyer bid on any available impression with no invitation needed. PMP restricts that same real-time auction to a […]

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OEM advertising and in-app advertising serve different roles in a modern mobile acquisition strategy. OEM advertising reaches users through manufacturer-owned device ecosystems and is generally stronger for Android-first user acquisition, lower fraud exposure, and reaching users during device setup. In-app advertising reaches users inside mobile applications and performs better for retargeting, post-install engagement, and lower-funnel […]

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Global sports ad spend is expected to exceed $1 trillion in 2026, and with a packed sports calendar from FIFA to the Olympics, brands have a significant opportunity to connect with fans globally. However, reaching an audience of millions requires a hyperlocal approach that establishes relevance and aligns with how viewers consume sports. Consumption patterns […]

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A private marketplace, or PMP, is an invite-only programmatic auction where a publisher offers premium ad inventory to a small group of selected advertisers before that inventory reaches the open exchange. Each PMP runs through a Deal ID, a unique code that links a specific buyer to a publisher’s inventory under agreed terms such as […]

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Every time a viewer starts streaming, an ad auction fires before the first frame of content plays.  Multiple demand partners bid simultaneously for a single placement. The highest eligible bid wins. The winning ad stitches into the video stream in milliseconds, invisible to the viewer behind the content experience. That mechanism is OTT header bidding. […]

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