IAB vs SMPTE

Performance CTV: Overhyped Attribution Hurts TV Credibility

The article is an opinion piece by David Nyurenberg criticizing performance CTV companies for overpromising that CTV can behave like search and social, with simplistic pixel-based attribution and CPA metrics. Nyurenberg argues that television is fundamentally different, with users watching from a couch, and that outcomes often occur days later and across devices. He highlights technical challenges like IP targeting inaccuracies, Apple's privacy changes affecting identity infrastructure, and discrepancies in conversion tracking. He urges the industry to focus on better measurement, including incrementality tests, MMM, and server-to-server conversion feeds, rather than presenting misleading dashboards. The piece warns that false promises could damage advertiser trust in CTV as a medium.

• InterMedia and Adstra study found only 23% of residential IP addresses reached intended ZIP code targets.
• For one DTC advertiser, 63% of purchases happen on iPhone.
• In a recent campaign, DSP pixel recorded 109 completed checkouts, while CRM match found 1,250 conversions.

Agentic Media Buying Needs Malware Guardrails: PropellerAds View

As agentic AI takes on more media buying decisions, PropellerAds' Head of Marketing argues that performance optimization must be paired with security signals. Citing IAB research, 96% of buyers are aware of agentic AI, and 66% are increasing focus on it. PropellerAds' own Q2 2026 ads safety data shows a rise in malware-related rejections, from 23.3% to 45.9% of all rejected campaigns, while total rejections fell 42%. Cloaking remains persistent at 67.3% of advertiser suspensions. The author advocates for integrating security signals into the decision loop, using a 'second set of traffic lights' approach. Human review should focus on ambiguous cases, and agents should have audit trails for explainability. The piece reflects PropellerAds' perspective as a sponsor, not market-wide data.

• 96% of buyers are aware of agentic AI for ad buying (IAB 2026 Outlook).
• 66% of buyers are increasing focus on agentic AI for ad buying and campaign execution.
• In Q2 2026, PropellerAds' malware-related rejections rose to 45.9% of all rejected campaigns, up from 23.3% in Q1.

OAAA Launches Programmatic Center of Excellence for DOOH

AI is pushing advertising back into physical spaces due to declining trust in online content, the rise of AI answer engines that bypass websites, and the growth of agentic AI. Out-of-home (OOH) and digital out-of-home (DOOH) advertising are gaining renewed relevance, with US OOH revenue up 10.7% YoY to $3.16B in Q2 and DOOH up 18.5%, representing nearly 40% of category revenue. To guide this evolution, the OAAA has launched a Programmatic & Automation Center of Excellence led by COO Patrick Dolan, focusing on standardization, workflow automation, agentic AI, reporting/attribution, and omnichannel/retail media integration. The initiative aims to automate both programmatic and static OOH processes, addressing friction points. However, this trend raises concerns about consumer opt-out options and the over-commercialization of public spaces, as noted by Ezra Klein.

• US OOH advertising revenue grew 10.7% YoY to $3.16B in Q2, with DOOH up 18.5% accounting for nearly 40% of category revenue.
• AI answer engines like ChatGPT, Claude, and Gemini reduce referral traffic to websites, shrinking ad inventory and boosting OOH value.
• The OAAA launched the Programmatic & Automation Center of Excellence, led by COO Patrick Dolan, focusing on standardization, automation, AI, and omnichannel integration.

SMPTE Announces 2026 Honorees Honorees to Be Recognized at Annual Awards Gala

SMPTE has announced its 2026 honorees, who will be recognized at the Annual Awards Gala.

SMPTE Showcases AI, Open Media Workflows and Industry Education at IBC2026

WHITE PLAINS, N.Y. — Aug. 12, 2026 — SMPTE, the home of ...