Magnite’s Ryan Kenney On Why FAST Feels More Like “TV” Again.
Magnite senior VP Ryan Kenney says FAST is stabilizing but still faces performance gaps, especially around fill rates and transparency. Advertisers are shifting to contextual signals and first‑party data for inventory insight, moving away from traditional show‑level reporting. VOD inventory commands higher CPMs, while linear FAST remains a key vehicle for broad incremental reach among younger audiences. Non‑endemic brands are increasingly buying home‑screen slots, expanding FAST beyond media‑only content.
What ‘Hoppers’ And ‘The Bride’ Tell Us About At-Home Demand
The article argues that pre‑release audience intent data can forecast a film’s performance across theatrical and at‑home windows. Using Pixar’s *Hoppers* and Warner Bros.’ *The Bride* as case studies, it shows how theatrical intent and home‑viewing intent percentages, plus willingness...
A Broadcast Ownership Exception — Or An Emerging De Facto Rule?
The FCC’s Media Bureau granted a waiver permitting Circle City Broadcasting to acquire Indianapolis ABC affiliate WRTV, creating a three‑station ownership cluster that exceeds the traditional two‑station limit. Valued at about $83 million, the deal gives the locally‑based, Black‑owned company control...
Is Digital Content The Key To Local Media's Future?
In the inaugural episode of "In The Vicinity," Tim Hanlon interviews Madhive CEO Jim Wilson about the future of local media. Wilson argues that broadcasters must reinvest linear TV cash flow into digital and streaming capabilities to stay competitive. He...
Television’s Value Is Not Decided In The Ad Break
The television industry is moving from an advertising‑centric view of value to an upstream focus on intellectual property (IP) as a capital asset. While ad yield still matters, executives are now assessing financing structures, rights ownership, and extension potential before...
From ACR Pioneer to Agentic Ad Ops: Zeev Neumeier’s Next Act: Gray Swan
Zeev Neumeier, the co‑founder of the ACR pioneer Inscape, launched Gray Swan to bring agentic AI to the chaotic world of CTV ad operations. The platform ingests massive ad‑tech datasets, builds contextual models, and automates decisions that previously required hours...
The Great PSKY-WBD Mashup: It’s Not a Media Merger, It’s a Training Data Heist
Skydance‑Paramount’s proposal to merge with Warner Bros. Discovery is being framed as a traditional media consolidation, but analysts argue the real value lies in the combined content library as a high‑fidelity training data source for generative AI. The deal would...
Tube Trends: MrBeast Uses Giveaways To Hit New Highs
Jimmy Donaldson, known as MrBeast, has leveraged giveaway‑centric videos to set new viewership records on YouTube. In the past 90 days his "Subscribe For An iPhone" clip topped U.S. charts with over a billion views, while a holiday $100K giveaway...
Programmatic Live Sports: How SMB Advertisers Can Tap Into The Cultural Moment
Live sports remain a high‑impact ad environment, delivering strong attention and recall. A 2025 LG Ad Solutions study shows 48% of U.S. streaming sports viewers notice ads and 54% find them entertaining. Programmatic technology now offers SMBs access to premium...
The Real Battle in Premium & Social Content: Reach Vs. Activation
The U.S. hosts over 202 million adult YouTube users, 177 million on Instagram and 105 million on TikTok, creating massive ad‑supported audiences for creators. While a few, like Markiplier’s promotion of *Iron Lung*, have turned social clout into box‑office hits, most creators struggle to...
The Art (And Science) Of Measurement with Extreme Reach’s Sherman Li
Extreme Reach (XR) operates as a full‑stack ad‑operations hub, handling everything from payroll and asset management to multi‑platform delivery. The company recently announced a digital integration with Nielsen One, allowing advertisers to attach audience measurement data directly to each ad....
The Dashboard Is The Next Media Battleground
Automotive infotainment is becoming a decisive factor, with 60% of buyers rating it as make‑or‑break and the market projected to exceed $42 billion by 2030. The industry clings to outdated myths—believing native systems are dead, that more apps equal better experiences,...
Metadata, Measurement, And The Evolution To Data Infrastructure
TiVo has pivoted from its legacy DVR brand to a data‑infrastructure player, leveraging its deep content metadata and household viewership signals. The company emphasizes independent, comprehensive data that uniquely combines the "what" (metadata) and the "who" (audience behavior) across linear...
Tube Trends: ‘Primetime’ For Social Video? It Depends
Tubular Labs’ analysis of U.S. YouTube activity shows a clear “primetime” window from 7 a.m. to noon ET, with the highest average daily views (6.1%) occurring at 8 a.m. ET. Early‑morning uploads also generate the most views per video, suggesting untapped potential...
TikTok’s Local Feed Arrives At A Fragile Moment For Local News
TikTok has introduced a U.S.-focused Local Feed that surfaces geographically relevant videos based on device signals. The move arrives as local journalism grapples with shrinking newsrooms and dwindling consumer willingness to pay for news. By embedding hyperlocal content in its...
All Grown Up: FAST Comes Of Age
FAST, the free‑ad‑supported streaming TV model, now captures roughly 10% of U.S. television viewing, moving from a niche experiment to a core distribution channel. The TVREV Special Report, based on off‑the‑record interviews with industry executives, examines the sector’s rapid growth...
The Revisionists: Inside OpenAP With Brittany Slattery
OpenAP, founded in 2017 by the major broadcast networks, has evolved from a linear‑TV audience‑standardization consortium into a key player shaping streaming identity and ad‑currency frameworks. Its members—Paramount, NBCUniversal, Warner Bros. Discovery, and Fox—plus strategic investor Snowflake, use a shared foundation to...
When Your Audience Isn’t Yours
The article argues that YouTube has upended traditional television’s control over intellectual property (IP) value creation by moving discovery to algorithmic, platform‑driven encounters. Unlike broadcast, where schedules and repetition were deliberately engineered, YouTube places content where attention already exists, fostering...
The Future Of Local Television — And Why It Matters To You
Broadcast television is undergoing a major upgrade as local stations adopt ATSC 3.0, the NextGen TV standard. The new IP‑native system promises clearer pictures, better sound, mobile reception, interactive features, and more robust emergency alerts. Broadcasters argue that this transition...
From Sports To Short Form To AI: Comscore Expands The Measurement Map
Comscore is broadening its measurement portfolio to cover live sports, short‑form video, and AI‑driven consumer apps, addressing the growing fragmentation of media consumption. In a new video series, executives explain how the company now offers a single view of audiences...