Programmatic Measurement Pulse

• Exclusivity limits access: Video Content Report launches only in Buyer Cloud (ex-Beeswax), unavailable in FreeWheel DSP or Curation Hub at launch,...

• FreeWheel launched Video Content Report exclusively in Buyer Cloud, delivering series-level post-campaign visibility from opted-in publishers using...

• What changed: Fox Advertising extended its 2015 iSpot partnership to deliver always-on attribution and outcomes measurement via Fox AdStudio across...

• UK CTV impressions grew 39% YoY in 2025; EMEA hit 35% growth overall, showing rapid advertiser shift into streaming.
• Rising volume means DSPs and...

• In-show placements deliver 43% brand perception lift and 94% aided recall via context matching, transferring premium halo to brands.
• Pause ads on...

• Change: AppsFlyer now supports retargeting, re-engagement, and re-attribution on CTV, PC, and Console
• Why it matters: Extends sophisticated...

UK data reveals streamer ad tiers generate roughly £0.85 per thousand viewing minutes versus £1.50 for broadcaster TV, with 2021 eye-tracking showing...

• Tollbooth analogy captures the core limit: retail media networks count CTV impressions inside their lane but cannot see where viewers started or...

Meta's potential CTV partnerships could import performance advertising mechanics into television, replacing simple reach metrics with optimization...

• InMobi introduced FRAME Attention, a certified product guaranteeing minimum 8,000 APM across mobile in-app video and CTV.
• Validated by Lumen...

Attention Measurement Launches

• 🔥 InMobi FRAME Attention: InMobi launched FRAME Attention, an AI-powered product with an 8,000 APM floor for...

• InMobi launches FRAME Attention, a certified high-attention product for mobile in-app video and CTV with Lumen validation
• Delivers minimum 8,000...

• InMobi FRAME Attention launches with guaranteed 8,000 APM floor via Deals and IO for global brands.
• Adelaide attention scores integrated into...

TiVo Ads and OpenGlass launched programmatic access to premium TV homescreen inventory across millions of U.S. households, enabling larger formats up...

CTV Standards & Measurement Updates

• IAB Tech Lab CTV Ad Format Signaling: IAB Tech Lab advances CTV Ad Format Signaling by extending AdCOM...

• IAB Tech Lab standard adds metadata fields to bid requests/responses for six CTV formats including Pause Ads, Menu/Home Screen Ads, Overlay,...

• Comscore Proximic launched transcript-level intelligence for podcasts and streaming audio through new integrations with Spotify, SiriusXM, Triton...

• What changed: Jamloop now offers built-in household-level holdout testing that randomly assigns households pre-launch, serves ads only to treatment,...

Standards Developments

• 🔥 IAB RMTS Draft: The IAB released a draft Redefining Media Types Standard to create a classification system for media...

• MFA traffic rose 5% Dec 24-25, 2025 vs prior week, hitting quality when holiday spend peaks.
• Mobile web display drove 71.9% of 2025 MFA...