The 2025 upfront negotiations and the Cannes Lions Festival of Creativity showcased a transformative shift in TV ad buying, primarily driven by advancements in ad technology. Disney Advertising’s collaboration with Amazon Ads introduces a significant integration via its Real-Time Ad Exchange, enriching ad targeting capabilities through combined audience and commerce insights. Omnicom Media Group's partnership with Disney and The Trade Desk emphasizes real-time programmatic ad buying for live sports, while Roku's exclusive integration with Amazon Ads further highlights the growing importance of programmatic strategies in streaming media, enhancing ad personalization and effectiveness across platforms.
TV ad buying is increasingly driven by ad tech, with programmatic and data-fueled strategies at the forefront, as evidenced by significant partnerships announced at Cannes.
Disney's new partnership with Amazon Ads introduces enhanced targeting options by merging audience insights with commerce data, bolstering its addressable advertising objectives.
Omnicom's collaboration with Disney and The Trade Desk brings programmatic ad buying to live sports, leveraging customized algorithms to optimize real-time ad effectiveness.
Roku announced an exclusive partnership with Amazon Ads, making Amazon's DSP the key programmatic access point to Roku's CTV inventory with streamlined authentication.
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