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What happens if marketers pull back from OLV in a CTV-first world? PubMatic'sNicole Scaglione highlights why OLV remains vital in today’s CTV-first landscape, and why pulling back could cost brands performance. Learn more viaAdExchanger:https://lnkd.in/eyk_8ZWU#Advertising#CTV#AdTech#OLV
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Veteran Revenue Leader | Podcaster | Board Advisor | Investor
📉 Ad spend growth is still growing, but slower, smarter, and a lot more cautious. According toIAB and MAGNA, growth in 2025 is down across the board, but here’s where it’s still accelerating: Retail mediaConnected TVSocial Media91% of buyers say macro uncertainty and tariffs are reshaping budgets toward performance and ROI-driven channels. If you’re leading an agency, the question isn’t, “Where’s the growth 📈 ?” It’s, “How are you proving performance?”👉 How is your team adjusting to the new era of ad spend performance?#AdTech#DigitalAdvertising#CTV#RetailMedia#AgencyGrowth#ConnectedTV
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Guiding Media Companies to Profitably Grow Digital Advertising | Agencies • Broadcasters • Publishers | Strategy • Scale • Efficiency
📉 Ad spend is still rising—but slower, smarter, and with a lot more caution.According to IAB and MAGNA, overall growth in 2025 is cooling, but certain channels are still gaining momentum:- Retail Media- Connected TV- Social MediaIn fact, 91% of buyers say macro uncertainty and tariffs are pushing budgets toward performance and ROI-driven channels.If you’re leading an agency, the question isn’t “Where’s the growth?”, it’s “How are you proving performance?”👉 How is your team adapting to this new era of ad spend performance?#AdTech#DigitalAdvertising#CTV#RetailMedia#AgencyGrowth#ConnectedTV
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Advertisers today expect more than visibility — they expect accountability.In CTV, efficiency isn’t just about completing a view; it’s about what happens after.The real impact lies in connecting attention to measurable actions — turning exposure into engagement, and engagement into results.Because in performance-driven advertising, attention is only the beginning.#CTV#DigitalAdvertising#PerformanceMedia#AdTech#ConnectedTV#BrandEngagement
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PubMatic 𝐚𝐧𝐝dentsu 𝐉𝐨𝐢𝐧 𝐅𝐨𝐫𝐜𝐞𝐬 𝐭𝐨 𝐀𝐦𝐩𝐥𝐢𝐟𝐲 𝐏𝐚𝐮𝐬𝐞 𝐀𝐝 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐨𝐧 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐞𝐝 𝐓𝐕PubMatic, a tech leader, teams up with Dentsu, a global ad agency, to change Connected TV (CTV) advertising. This partnership lets advertisers pause campaigns right away. This boosts ad performance and engagement by optimizing ad delivery.𝙍𝙚𝙖𝙙 𝙈𝙤𝙧𝙚:https://lnkd.in/d5Z5zPvF#AdCampaign#Advertising#connectedTV#Dentsu#PubMatic
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Today, we’re excited to announce that PubMatic has partnered withdentsu to scale pause advertising across premium CTV inventory, powered by PubMatic's Activate.This partnership represents a major milestone in advancing the next generation of CTV advertising, combining premium inventory, advanced optimization, and non-intrusive, high-impact viewer engagement.https://lnkd.in/e-3P4EjJ#Advertising#AdTech#Programmatic#CTV
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VP, Advertiser Solutions at PubMatic(Nasdaq: PUBM)
“Pause ads represent a fundamental shift in how we approach premium CTV inventory,” saidRebekah Shalit, VP of Partnerships, Platforms Lead at dentsu. “The format addresses two critical challenges for clients: achieving meaningful engagement without disrupting viewer experience, and accessing premium inventory moments that traditional pre-roll simply can’t provide. Our active campaigns with PubMatic demonstrate pause advertising’s evolution from experimental format to strategic necessity.”
352,390 followers
Today, we’re excited to announce that PubMatic has partnered withdentsu to scale pause advertising across premium CTV inventory, powered by PubMatic's Activate.This partnership represents a major milestone in advancing the next generation of CTV advertising, combining premium inventory, advanced optimization, and non-intrusive, high-impact viewer engagement.https://lnkd.in/e-3P4EjJ#Advertising#AdTech#Programmatic#CTV
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VP Strategy & Media Investment at dentsu Israel
As CTV takes a more central role in media plans, it’s a good time to look beyond the standard :15/:30 formats and explore new ways to engage viewers.Pause ads are an exciting evolution in this space. They push the boundaries of how and when we connect with audiences, and invite us to rethink how we use CTV as a platform.Happy to share thatdentsu Media is the first to launch pause ad campaigns acrossPubMatic’s premium CTV inventory. This marks a meaningful shift in our approach to high-impact, non-intrusive advertising that captures attention and delivers stronger outcomes.Why should we care about CTV Pause Ads?📺 They appear only when viewers pause, capturing attention during a natural break without disrupting the experience.🎯 They deliver high engagement and strong performance, especially for awareness-driven campaigns (imagine screen takeover)🏆 They unlock premium inventory moments (the brand stands out alone on the screnn) that classic vid formats like pre-roll/mid-roll can’t reach.Rebekah - Congrats! amazing partnership! 👏🏻👏🏻 Link:https://lnkd.in/eaHRYtfV
352,390 followers
Today, we’re excited to announce that PubMatic has partnered withdentsu to scale pause advertising across premium CTV inventory, powered by PubMatic's Activate.This partnership represents a major milestone in advancing the next generation of CTV advertising, combining premium inventory, advanced optimization, and non-intrusive, high-impact viewer engagement.https://lnkd.in/e-3P4EjJ#Advertising#AdTech#Programmatic#CTV
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Reflecting on the evolution of ad networks, the conversation highlights a pivotal moment when agencies recognized the arbitrage opportunities. Instead of relying on external networks, they realized they could replicate the process internally, capturing the value themselves. This shift stemmed from a desire to control inventory and capitalize on the discrepancies between what was promised and what was actually delivered. The agencies aimed to streamline the process and enhance profitability.#adnetworks#advertising#agencies#arbitrage#innovation
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PubMatic andMNTN Forge Strategic Partnership to Democratize Premium CTV Advertising"This isn’t just incremental volume, it’s meaningful market expansion. By providing direct access and supply-path transparency, we're connecting our premium publishers with an advertiser segment that delivers strong results. Our publisher partners gain sustainable revenue growth while these advertisers get the premium brand-safe environments and accountability they require. It's a model that works, and the early metrics prove there's substantial room for continued expansion." saidNicole Scaglione, VP of CTV at PubMatic. Read More:https://lnkd.in/dGsFabZW#CampaignEfficiency#CTVadplatform#CTVadspace#CTVinventory#digitaladvertising#martech360#MNTN#news
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To kick offAdvertising Week,Lisa Lucatuorto Mallen, AMCN SVP of Agency & Client Partnerships, takes the stage to discuss how AMCN andVideoAmp are working together to harness next-gen measurement to help brands reach engaged viewers with more relevance and impact than ever before. Learn more:https://lnkd.in/extdNfJW
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