Connected TVs are devices that connect to a TV screen to display video streams from the Internet (Roku, Apple TV, etc.), or TVs with integrated Internet connections (Samsung Smart TV, etc.), or gaming consoles that are Internet-connected (Xbox, PlayStation, Wii, etc.), or set top boxes delivering traditional cable and video on demand content.
Microsoft today announced it has agreed with AT&T to acquire Xandr (formerly known as AppNexus).
Google this month announced that will introduce sales lift measurement for CTV ads in DV360, in the US, using Nielsen Catalina Solutions (NCS).
Rubicon Project this week was rebranded to Magnite. Rubicon Project says Magnite is “the world’s largest independent sell-side platform for every channel and format.” Last year, Rubicon Project and Telaria announced a merge to capture growth in Connected TV. The name change was expected for both companies, now merged.