April 28, 2026 | SIGN UP
PRESENTED BY
Ronan Shields
SENIOR REPORTER, AD TECH
OpenAI's ChatGPT pilot continues to wow advertisers, with our team producing several pieces on it, to the point that you'd think it's the only game in town.
However, away from this – and at this week's POSSIBLE conference – large platforms are converging on a shared strategy: bringing performance advertising, refined in mobile and social, into CTV to unlock demand from smaller advertisers historically excluded by cost and complexity.
Meta exemplifies this shift. While unconfirmed, sources say it has spent over a year exploring integrations with CTV supply partners, likely via a partnership-led model akin to its audience-extension playbook. With a vast SMB base accustomed to self-serve, performance-driven tools, Meta could redirect budgets from traditional TV while competing with Amazon and Google.
Pinterest is further along, using its tvScientific acquisition to extend audience targeting into third-party CTV inventory.
Underlying both efforts is a push to simplify workflows and improve measurement — long-standing barriers in CTV. Meanwhile, Comcast-owned FreeWheel’s new Partner Portal signals parallel infrastructure changes to support scaled third-party participation.
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BUSINESS OF TV
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CTV advertising, simplified
In streaming TV, context changes moment to moment. Scene-level targeting helps ads appear alongside content that feels timely and relevant — capturing attention when it matters most. The result is better recall, deeper engagement and stronger performance. Wurl’s scene-level contextual CTV supply is where precision targeting meets programmatic — advertisers’ path to scalable impact and attention in streaming.
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