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AI Revolutionizes CTV Advertising with New Self-Serve Platforms

Source: Ready or not, AI-generated ads have come to CTV (2025-12-02)

In 2025, the landscape of connected TV (CTV) advertising is undergoing a transformative shift driven by artificial intelligence. Major players like Comcast, Mntn, Waymark, and others have launched innovative AI-powered ad creation tools, making it easier and faster for brands—especially small and medium-sized businesses—to produce high-quality commercials. These advancements come amid a rapidly growing CTV ad spend, projected to reach nearly $46 billion by 2028, surpassing traditional linear TV advertising. The introduction of platforms like Comcast’s Universal Ads and Mntn’s QuickFrame AI signifies a strategic move to democratize ad creation, attract more advertisers, and capitalize on CTV’s explosive growth, which is now the fastest-growing segment in digital advertising. Notably, Universal Ads debuted at CES with partners such as Roku, Fox, and Warner Bros. Discovery, highlighting the industry’s commitment to integrating AI into mainstream media. Beyond the original scope, recent developments include the integration of AI with programmatic ad buying, enabling real-time ad customization; the rise of AI-generated personalized ads tailored to viewer preferences; the expansion of AI tools to include augmented reality (AR) and virtual reality (VR) experiences; increased investment from major tech giants like Google and Amazon into AI-driven CTV ad platforms; and the implementation of advanced analytics powered by AI to measure ad effectiveness more precisely. As CTV advertising continues to evolve, these AI innovations promise to reshape how brands connect with audiences, offering unprecedented efficiency, creativity, and targeting precision—marking a new era in digital marketing.

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