{
  "id": 19838041,
  "title": "The future of CTV lies in standardization",
  "url": "https://urgent.news/2026/11/13/the-future-of-ctv-lies-in-standardization",
  "topic": "business",
  "section": "Business",
  "published": "2026-11-13T16:34:11.000Z",
  "source": {
    "name": "Digiday",
    "slug": "digiday",
    "url": "https://digiday.com/sponsored/the-future-of-ctv-lies-in-standardization/"
  },
  "original_language": "en",
  "account": null,
  "summary": "Jessica Cobbe, svp, product – supply platform, Nexxen For years, advertisers have focused primarily on in-stream video in CTV, treating the smart TV home screen as secondary real estate. But that dynamic is quickly changing, as this year’s NewFronts made clear. As viewers spend more time navigating content recommendations and streaming apps before pressing play, […]",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}