Viant

Show-Level Performance Optimization Arrives for CTV

Ad tech vendors are using publisher-provided, anonymized content IDs to deliver show-level reporting and live optimization for Connected TV (CTV) buys. Peer39 maps unique content IDs to specific streaming programs and creates an impression-tracking equivalent that can be passed through SSP bid requests into buy-side systems. InterMedia Advertising tested an integration of Peer39 with Pontiac Intelligence’s DSP and achieved show-level reporting for 94% of impressions on a recent Laundry Sauce CTV campaign. Pontiac fed per-show CPA signals back into the live campaign, improving add-to-cart conversions by 64% and producing a 2.5x higher page-view-to-add-to-cart conversion rate for optimized impressions. The approach is privacy-preserving (IDs are anonymized and content-tied), available as a beta to testers, and other programmatic vendors (Viant, IRIS.tv, Beeswax) are reportedly adopting similar frameworks.

WPP Tops Global Billings; AI Usage and Ad Tolerance Rise

VideoWeek’s Week in Charts highlights industry trends including WPP Media leading COMvergence’s 2025 global billings with $63.9 billion, narrowly ahead of Publicis Media. Omnicom-owned OMD led individual agency rankings with $26.9 billion. The piece reports rising AI use in Cannes Lions entries, growing ad tolerance among US consumers (those who prefer watching ads to save money rose from 58% to 69% over five years), and that theatrical releases dominated streaming top‑ten lists per Nielsen/VAB analysis. Market moves noted include Stagwell integrating Microsoft’s Model Context Protocol (MCP) into live media campaigns, Viant completing its acquisition of TVision, Comcast announcing plans to spin off NBCUniversal and Sky, and stock movements for Thomson Reuters and Nvidia. The article was published by VideoWeek on 2026-06-30.

Cannes Chatter: Agentic AI, Holdco Worries, M&A Buzz

At Cannes Lions 2026, industry conversations centered on consolidation, agentic AI, creators and AI-driven advertising and commerce. The Adweek piece by Kendra Barnett reports on festival chatter, noting rivalries between adtech platforms (including a Viant billboard aimed at The Trade Desk amid a spat involving Publicis), growing M&A discussion, and broad debate about the future role of agencies as AI and commerce reshape media and creative work. The coverage frames these themes as dominant topics on the Croisette rather than reporting a single major transaction or product launch.