“IP addresses remain a foundational identifier for CTV, programmatic, and addressable advertising,” said Jon Wattts, Managing Director at CIMM. “Inaccuracies in IP-to-household data can erode advertiser confidence in its reliability for audience targeting, attribution and measurement. Greater transparency and stronger standards are the essential next step to unlocking scalable, accurate addressable advertising. We hope strongly that this study is a positive next step in developing more robust quality controls and checks across the market and looking forward to working with stakeholders to deliver real improvements. This is a fixable problem.”

OpenAI inked a deal for $38 billion worth of capacity from Amazon Web Services and will immediately start accessing Nvidia’s graphics processing units. The initial phase of the deal will use existing AWS data centers, with Amazon eventually building out additional infrastructure for OpenAI. Unti this year, OpenAI had an exclusive cloud agreement with Microsoft.

Amid the battle against device spoofing, IAB Tech Lab has released the Device Attestation support in the Open Measurement SDK (OM SDK). This new capability is currently supported on Apple devices and FireTV. “OM SDK gave buyers standardized, consistent measurement metrics across screens and devices,” said Anthony Katsur, CEO, IAB Tech Lab. “The Device Attestation capability builds on that and provides a critical next step for CTV growth. Buyers should prioritize the OM SDK because it is the only measurement standard built on device-native signals, not inferred data. And with attestation, they can be confident the inventory they are measuring is real.”

Global insights company GWI has announced a new integration with Anthropic’s AI assistant, Claude. Users of GWI can now access insights “ in human truth,” without leaving their chat with Claude. “We’ve reached a critical moment where AI needs a human-grounded truth source to stay useful and trustworthy for consumers,” said Misha Williams, Chief Operating Officer at GWI. “This integration with GWI gives Claude something no other chatbot has: direct access to real opinions, behaviors, and beliefs from people in the US and globally.”

TechEdge has become the exclusive global technology provider for AudEx, the data visualization and reporting platform from TRP Research. “AudEx is an ideal complement to the powerful data processing and analytical capabilities that are so valued by TechEdge clients. Today’s announcement enables users to derive more value from their data with simple, ready-to-use visualisations to understand audience performance,” said Søren Holmberg Andersen, Executive Managing Director of TechEdge.

CTV merchandising analytics platform Looper Insights announced the launch of its Sports Visibility Tracker, enabling sports streamers, broadcasters, and rights holders to verify campaign compliance, measure performance, and optimize live event promotions across connected TV devices in real time. Built on Looper Insights’ proprietary MPV™ (Media Placement Value) framework, the Sports Visibility Tracker monitors campaigns before, during, and after major sporting events. “In sports streaming, visibility is a zero-sum game; every second on the home screen is a second your competitor doesn’t have,” said Francesca Pezzoli, VP Marketing. “Our Sports Visibility Tracker turns what was once guesswork into a measurable, repeatable process, giving teams and platforms the clarity to act fast, justify spend, and win attention where it matters most.”

Mantis, provider of contextual advertising solutions with built-in brand safety and suitability, announced a strategic partnership with the Brand Safety Institute that enables publishers to request a free Brand Safety Benchmark Snapshot. The report evaluates how URLs are perceived by blocklists and additional safety measures. Publishers can also access more comprehensive reporting.

The ad industry faces four million infected CTV bot devices generating extreme volumes of invalid traffic daily, according to a report from DoubleVerify and Roku, Global Insights: Trends in the Modern Streaming Landscape. This wave of bot activity can lead losses exceeding $7.5 million monthly from just one bot variant, based on industry CPM estimations. Since 2023, DV and Roku have partnered to block billions of fraudulent ad requests imitating Roku device traffic across the streaming ecosystem. The companies maintain the marked reduction demonstrates the effectiveness of DV and Roku’s combined technologies, including Roku’s proprietary Advertising Watermark, which ensures inventory authenticity and curbs invalid traffic (IVT) at scale. “CTV remains one of the fastest-growing channels in digital advertising and, unfortunately, one of the most targeted by fraudsters due to high CPMs and the relative newness of the ecosystem,” said Double Verify’s Zagorski. “Our work with Roku shows how proactive, collaborative innovation can deliver real, measurable results for advertisers.”

DoubleVerify also introduced DV AI Verification, a new offering designed to help advertisers identify and manage AI agent interactions and avoid low-quality AI-generated content. “Advertisers are being challenged to navigate a digital ecosystem populated by a new generation of opportunities and threats,” said Mark Zagorski, CEO of DoubleVerify. “Add to that a content landscape increasingly flooded with low-quality, AI-generated material, and marketers are facing a surge of brand suitability concerns and wasted impressions. DV AI Verification delivers greater transparency across transactions and stronger content alignment for brands.”

iSpot has formed a partnership with Captify to give brands and networks the ability to connect Captify’s proprietary search signals to always-on audience measurement for all TV and video advertising, as part of a fractional attribution system that includes sales, foot traffic, call, web and activity or choose correlate search as a stand-alone response metric. “Captify provides a great option for brands or publishers that want to use search as a response to advertising,” said Emily Wood, Head of Business Development and Partnerships at iSpot.

Dailymotion announced the creation of Audience Path, a new entity for brands and agencies that improves advertising performance through AI-driven audience understanding and activation, powered by its proprietary agentic AI technology, Ray. Using a process called Audience Path Optimization, advertisers can now leverage signals to accurately predict, engage with, and measure performance.

Swivel unveiled a new brand identity and website experience and introduced new platform capabilities. Swivel enables systems to act on intent across campaign creation, optimization, and analysis. The new identity visualizes this orchestration through connected pathways that illustrate how intelligence flows across the ecosystem. “Ad ops has always been about people managing systems,” said Joe Hirsch, CEO of Swivel. “Swivel is building systems that work for people, translating strategy into coordinated action in real time.”

Brandtech’s Jellyfish is launching Agent Shopper, a platform that shows brands how AI agents research, compare, and recommend products, offering insight into how to market to the AI agents which increasingly will be influencing what consumers buy. Jellyfish is also releasing an Agent Shopper insights report on how AI agents shop for consumer electronics. “This is the last holiday season where people will make their purchase decisions alone,” said Nick Emery, CEO, Jellyfish. “By next year, AI agents will be handling the research and reasoning that drives commerce. Agent Shopper enables brands to see that world now and steal a march on the competition.”

AdLib announced a strategic partnership with Curated.Media that will give AdLib customers direct access to Curated.Media’s curated supply libraries, all within the DSPs they already use. “Programmatic buying has grown increasingly complex, creating inefficiencies for agencies and missed opportunities for brands,” said Mike Hauptman, founder and CEO of AdLib. “By partnering with Curated.Media, we’re empowering our customers with curated, brand-safe supply that drives measurable results – while keeping the buying process simple and transparent.”

Ad investment in the global retail media market is projected to surpass $200 billion by 2027, according to WARC Media. In its “Future of Commerce” report, WARC found:
· Global retail media ad spend is set to reach $196.7 billion in 2026, overtaking the combined linear and connected TV spend next year, having amounted to barely a quarter of the total TV market in 2019.
· Topline growth rates are steadily decelerating towards single-digit levels – from 38.6% during the pandemic in 2021, to 13.7% this year, to a forecasted 11.6% in 2027.
· Two in five (40%) of agency-side executives who buy retail media see it as a full-funnel solution, and another 7% agreed it is an upper-funnel opportunity.
· Amazon maintains a 15% year-on-year ad revenue growth.
· The total addressable market for agentic commerce has an estimated value of $136 billion in 2025 and is forecast to hit a potential $1.7 trillion by 2030.

“Retail media has evolved from a US and China-driven trend into a global phenomenon, with European spend now growing at double the rate of the broader digital advertising market,” said Alex Brownsell, Head of Content at WARC Media. “As the sector expands beyond traditional sponsored search into visual display, audio, social, and television partnerships, it has never been more important for advertisers to have clarity on the scale and the suitability of the commerce media opportunity.”

“Because the campaign’s goals were focused on both awareness and direct engagement, it was an ideal choice for this study, which could measure lifts in brand metrics and website visitation,” said Noah Klas, MOOHA’s executive lead and VP of membership at the DPAA. “The results clearly demonstrate the campaign’s success, showing that moving OOH can drive both perception and behavior in a measurable way.”

The OAAA, alongside Broadsign, Perion, Place Exchange, VIOOH, and Vistar Media, introduced the first Programmatic OOH Transparency Pledge. Modeled after IAB’s Quality Assurance Guidelines, the pledge reinforces OOH’s reputation as a brand-safe, high-integrity channel as programmatic DOOH spend is projected to hit 65% by 2029.

Outdoor media company Wildstone has significantly increased the number of panels managed by Alpha Media Group as part of the second stage of its partnership with the Spanish OOH media operator. The strategic collaboration between the firms, which began earlier this year with the launch of five new DOOH screens across Madrid, Alicante and Córdoba, is aimed at accelerating the digitization of Spain’s OOH market.