Observed Signal · Oct 14, 2025 · Partnership · Source: AdExchanger · Impact: 3/5 · Sentiment: Neutral
Bridging the CTV Data Gap: TTD's New Strategies
The AdExchanger Friday roundup surveys the gap in granular data for connected TV and the industry responses. It highlights a Tubi-Viant partnership to provide more contextual data for streaming buys, though show-level data remains unavailable. The Trade Desk teams with Koddi to enable sponsored product ads on Gopuff, with keyword bidding on search results as part of a broader move into retail media. Gopuff is noted for delivering directly from its own warehouses, unlike DoorDash or Instacart. The piece also covers legal and policy debates around traffic rights and AI-generated content, including a Dow Jones and The New York Post lawsuit against Perplexity and commentary on fair use. Additional updates include leadership changes at Paramount, Madhive, and Zefr, and broader market commentary across the ad-tech ecosystem.
Key partnerships and data-sharing initiatives in CTV / streaming advertising; industry impact moderate
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Key Takeaways & Evidence Grounding
- Tubi and Viant announced a partnership to provide more contextual data for streaming buys, though show-level data remains unavailable.
- The Trade Desk (TTD) and Koddi partnered to enable sponsored product ads programmatically on Gopuff, including bidding on keywords from search results.
- Gopuff differentiates from DoorDash and Instacart by delivering products directly from its own warehouses.
- Dow Jones and The New York Post filed a lawsuit against Perplexity claiming AI-generated content infringes publisher copyrights, with discussion on whether verbatim reproductions constitute infringement and opinions on fair use.
- Paramount hired Roku’s Jay Askinasi as Chief Revenue Officer; Zefr hired Andreia Todd as VP of Global Brand Marketing; Madhive hired Jim Wilson as CEO, with Spencer Potts joining Precise.ai.
Connected Companies & Entities
5 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Google Maps upgrades position 1 Metasearch: What it means for hotel marketers
New blog post added to Koddi's blog page: 'Google Maps upgrades position 1 Metasearch: What it means for hotel marketers'.
Episode 85: Live from Chicago at ML: Google Ad Tech, AI and the Future of Publishing
Keith Petry, SVP of Data and Identity at Viant, explores Google’s ad tech remedies, publisher economics, industry standards, AI’s impact on content, third-party cookies, measurement, and why stronger collective action may be critical to the future of the open web.
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