programmatic CTV

Since advertisers now treat connected TV more like a digital performance channel, expect programmatic CTV demand to keep ramping up – including in the open exchange.

23andMe’s holiday campaign is its first real foray into CTV, which the company plans to make a key channel in its post-cookie marketing mix.

CTV contributed $52.5 million to Magnite’s Q3 earnings, actually declining 6% from $56 million at the same time last year. CTV comprised 39% of overall revenue this quarter, compared to 41% for mobile ads and 20% for desktop ads.

Disney is celebrating the first birthday of ad-supported Disney+ with a new slate of targeting and measurement options for advertisers.

Magnite’s still enamored of CTV. CTV’s contribution to Magnite’s revenue was up 8% YOY, from $52 million to $56 million.

Magnite and FreeWheel announced a technical integration to allow publishers that use FreeWheel’s ad server to see demand for inventory within Magnite’s SSP.

INSP is an example of a TV network that’s more comfortable with linear because it has an older audience. But that doesn’t mean streaming is off the table.

TV publishers and brands are paying extra careful attention to what their adversaries are up to. And one opportunity to get data about competitors comes with programmatic integrations.

Streaming is arguably the TV industry’s most powerful growth engine, but it’s still far from a mature business. Which is why programmers took ad tech off the backburner during their upfront presentations this year.

Roku’s platform business – which includes ad sales and streaming content distribution – is down this quarter. The company is widening its programmatic net to snag more ad dollars.