Observed Signal · Sep 22, 2026 · Interview · Source: State of Streaming · Impact: 2/5 · Sentiment: Positive
InterMedia's David Nyurenberg on CTV Attribution, Show Buying, and Positive News Ads
In an interview, David Nyurenberg, SVP of Digital at InterMedia Advertising, discusses three CTV projects nominated for AdExchanger awards. The first project, 'Closing the Loop,' involved working with publishers Tubi, NBCU, and Paramount to implement pixel-based measurement on direct buys, allowing publishers to optimize inventory based on conversion data, which proved to be the best-performing tactics in a large campaign. The second project uses Peer39's content IDs to enable privacy-safe show-level targeting, tying anonymized show identifiers to conversion outcomes for optimization. The third project partners with Spectrum Reach and Anoki AI to segment news into brand-safe and non-brand-safe categories, finding that positive news outperforms negative and mixed news in ad performance.
The article provides insights into practical CTV optimization strategies, but it is an interview without breaking news, making it moderately relevant for industry professionals.
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Key Takeaways & Evidence Grounding
- InterMedia Advertising's CTV projects are finalists at the AdExchanger awards at Programmatic IO on September 28th in New York.
- Direct publisher conversion optimization with Tubi, NBCU, and Paramount resulted in those three publisher tactics being the best-performing across the entire buy.
- Privacy-safe show buying uses Peer39's content IDs to tie anonymized show identifiers to conversion outcomes for optimization.
- A partnership with Spectrum Reach and Anoki AI segmented news into brand-safe and non-brand-safe categories.
- Positive news outperformed both negative and bundled news in a scientific test.
Connected Companies & Entities
6 Entities mapped“The first project involved working with Tubi, NBCU and Paramount on direct publisher conversion optimization....”
“The first project involved working with Tubi, NBCU and Paramount on direct publisher conversion optimization....”
“The first project involved working with Tubi, NBCU and Paramount on direct publisher conversion optimization....”
“The second project involved privacy-safe show buying and optimization with Peer39 and Pontiac Intelligence....”
“The second project involved privacy-safe show buying and optimization with Peer39 and Pontiac Intelligence....”
“The third project partnered with Spectrum Reach and Anoki AI....”
Ontology Mapping & Concepts
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