This week’s Future of TV Briefing recaps two sessions from last week’s Digiday Programmatic Marketing Summit about how agencies’ programmatic buying teams are evolving.

Zefr plans to make viewability free to advertisers in the industry’s walled gardens amid growing calls for more thorough verification.

The conversation at the Programmatic Marketing Summit highlighted the confusion and complexity surrounding the intersection of programmatic advertising and agentic AI.

That was the undercurrent at this week’s Digiday Programmatic Marketing Summit in New Orleans. 

Digiday’s third annual Subscription Index examines and measures publishers’ subscription strategies to identify common approaches and key tactics among Bloomberg, The New York Times, Vox and others.

Publishers add vertical video feeds to their sites to boost engagement, attract video ad spend and compete with news creators.

This week’s Future of TV Briefing looks at what TV and streaming companies’ latest quarterly earnings report indicate about the state of the streaming ad market.

As tensions over TID and GPID peak, Tech Lab is convening a council to hash out commercial ground rules.