Paramount unveiled a new ad product called Conduit, a direct integration layer between SSPs and EyeQ, Paramount’s CTV ad selling platform that aggregates Paramount+ and Pluto TV inventory.
More advanced targeting on CTV requires exponentially more data than demo-based targeting, but ensuring all that data is accurate – with consistency across linear and streaming – is a big challenge.
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.
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.
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Chris Maccaro, CEO of Beachfront. “TV is dead. Streaming is the future.” Chances are you’ve heard these statements many times over the last 20 years – and neither of them is true. Yes, linear cable TV […]
