News Summary:
Marcien Jenckes, representing Xumo, highlighted the connected TV (CTV) home screen as a key area for "engagement moments" given the fragmented media landscape, noting on March 31, 2026, that integrated ecosystems provide unified access for advertisers seeking audience segments. Previously, on February 3, 2026, Xumo, the streaming joint venture between Comcast and Charter Communications, expanded advertisers' direct access to its premium streaming inventory through OpenPath, a direct supply path from global advertising technology leader The Trade Desk. This connection aims to provide advertisers with more working media, reduced latency, and clearer paths to performance. This expanded access followed Xumo's initial integration of OpenPath, announced on January 29, 2026, enabling advertisers and agencies to seamlessly connect with Xumo’s ecosystem, which reaches more than 60 million monthly active users across streaming devices, smart TVs, and ad-supported streaming channels.
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