"Returning to the news desk after a year away from CTV beat reporting feels like discovering a time capsule containing the industry's core dilemmas, priorities and pain points. It's easy to feel like I never left when so much of the landscape is the same. Here's my quick summary of what I missed: The science of frequency capping still eludes the market, and measurement remains a mess as media sellers and trade orgs continue criticizing Nielsen."
"But there is one notable change. Believe it or not, I remember getting worthwhile pitches about CTV product and strategy that didn't mention AI. Nowadays, AI seems deeply embedded into any headline or pitch worth its salt. Especially agentic AI. Let's dig deeper into what has and hasn't changed in CTV Ad Land - and why. Hitting the right frequency One of the first articles I read this month was about frequency capping."
Frequency capping in CTV advertising remains unresolved, with the industry still searching for effective caps that balance reach and viewer experience. Measurement systems remain fragmented and contested, and Nielsen faces ongoing criticism from media sellers and trade organizations. AI has become ubiquitous across CTV product and strategy pitches, with agentic AI particularly prominent. Data partnerships and integrations aim to connect viewing signals with purchase behavior to enable better frequency decisions and closed-loop attribution. Omnicom's expanded partnership with Amazon Ads plans to combine Roku viewing data, Acxiom audience segments and Amazon shopper insights within an intelligence platform to help advertisers identify business-beneficial frequency caps without overexposing viewers.
Read at AdExchanger
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