The native home-screen ad format on smart TVs is moving beyond its initial advertiser base of media and entertainment companies to “general market” brands, according to two executives who should know.

The new offer lets viewers watch up to four games simultaneously on the same screen. The underlying technology combines multiple live feeds into a single video output stream while maintaining individual audio tracks.

The New Zealand broadcaster is claiming a significant step forward in campaign management and ad monetisation for total TV by making it possible to extend already-sold linear broadcast campaigns into its TVNZ+ streaming service at scale. The “digital extension spots” come with typical linear controls.

V-Nova Studios is pioneering an immersive, 360-degree virtual-reality viewing format that it believes will revolutionise home entertainment. There is no motion sickness and only modest reformatting costs.

By rendering the TV user interface and apps in the cloud, the solution dramatically lowers the cost of running a TV service. The latest deployment, at a broadband provider serving native Americans, demonstrates the potential to encourage new-to-TV operators and content owners.

Live sport from Sky Media can be accessed via a private marketplace for the first time as part of a wider ramp-up in programmatic capabilities in a landmark development in collaboration with The Trade Desk.

AdManager is designed to compete directly with global tech platforms, with one of the prizes the centralised budgets usually missed by TV. RTL AdAlliance’s Nicole Haman shares the details with The Media Leader.

Australia’s official TV audience measurement provider has ambitions to incorporate big data into the trading currency. Samba TV and Nexxen are key data partners.

Disney Advertising is giving advertisers access to biddable inventory in the US and expanded DSP integrations in Canada. Its proprietary Audience Graph has also arrived in Europe.

The Media Leader spoke to two leading TV analysts and a major Australian media buyer about what the deal means at a global and local level.