Spring 2025: From new partnerships to cutting-edge creative solutions, here are the latest ad tech developments we’re watching this spring – and why they matter for your next campaign.
Disney Unlocks Real-Time Programmatic Buying for Live Sports Ads
In a groundbreaking move, Disney has launched a new certification program that opens up its live sports ad inventory to real-time programmatic buying.
Leading the way, Google Display & Video 360, The Trade Desk, and Yahoo are the first demand-side platforms (DSPs) to receive the newly established Disney Live Certification. This exclusive certification allows brands to access and purchase premium live sports inventory – including ESPN and other top-tier sports content in real time.
We’re especially excited to announce that our partner, The Trade Desk, is among the first to achieve this distinction. With this certification, our clients can now tap into the excitement of Disney’s live sports like never before. Game on!
Spotify Launches Programmatic Ad Exchange, Taps The Trade Desk as Inaugural DSP Partner
Spotify is making big moves in the programmatic space with the launch of its first ever programmatic ad exchange. Alongside this, the company is expanding creative automation and strengthening its measurement capabilities to deliver even more impactful advertising experiences.
Leading the charge, The Trade Desk has been named Spotify’s first official DSP partner. This partnership initially focuses on giving The Trade Desk’s North American clients exclusive access to Spotify’s video ad inventory, with audio inventory coming soon.
While Spotify has previously collaborated with multiple DSPs to broaden access to its ad offerings, this marks the first time a DSP will connect directly to Spotify’s new ad exchange. The integration will be powered by OpenPath, a technology that enables faster, more efficient access between Spotify’s inventory and advertisers using The Trade Desk.
Power is part of the pilot, actively running audio, display, and video campaigns. Big things are happening, and this is just the beginning.
Audio Creative Generation (BETA): Bunny Studio Teams Up with The Trade Desk
Bunny Studio – an industry leader in voiceover, audio, and video production – has officially announced its latest partnership with The Trade Desk!
This exciting collaboration means that agencies and advertisers can now create and launch campaigns more seamlessly than ever. Through this integration, users of The Trade Desk platform will be able to build custom audio, video, and voiceover creatives directly within the platform, powered by Bunny Studio’s creative services.
The result? Faster production, streamlined execution, and more impactful campaigns—all in one place.
News Navigator & Targeting Tools: Smarter Advertising in a Complex Media Landscape
- Ad Fontes Media creates bias ratings for news sites, built on a rigorous methodology and analyzed by a politically diverse team. These ratings help users make informed decisions with confidence. Now, through our DSP partner The Trade Desk, advertisers can leverage this technology to target content based on news bias and reliability. It’s a smarter, more responsible way to connect with audiences.
- Captify Technologies lets advertisers contextually target key sales and cultural moments—like Amazon Prime Day, Thanksgiving, and March Madness—through intent-driven ad placements.
- Lumens technology enables advertisers to optimize Display and Video campaigns based on user attention and eye-tracking data, maximizing engagement where it counts most.
- Mobian is using AI-driven targeting to analyze tone, sentiment, themes, genres, and more—delivering highly relevant, emotionally resonant campaigns while maintaining brand safety and suitability.
- NewsGuard provides real-time data to block ads from appearing on pages containing misinformation or controversial content, offering an added layer of protection for brand integrity.
- Reticle is an AI-powered media targeting tool that aligns the emotional tone of an ad with placements where audiences are most likely to connect with it, enhancing the emotional resonance of ads.
These innovations are shaping advertising—where relevance, responsibility, and results go hand in hand.
Want to apply these advertising advances to your upcoming campaigns? Reach out to your rep or connect with us to get started!
