programmatic guaranteed

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.

What happens when you get a bunch of smart, technical, pissed off publishers and SSPs in one room? Here are some of the spicier things AdExchanger overheard at the inaugural Prebid Summit.

CTV is entirely its own thing. Doggedly following display practices can cost you time and money.

CTV advertisers are enamored of programmatic because of its digital-like ad targeting. But programmatic CTV is far from perfect and rife with fragmentation.

These strikes will impact content generation for the foreseeable future. Media buyers need to think about how that will impact their jobs.

Programmatic can be a mixed bag for Black-owned media companies. Some are compromising with programmatic guaranteed, which is like a digitized version of an insertion order.

Automation is also making its way onto TV advertising with a heavier focus on programmatic buying and better content recommendation algorithms.

Sebastian Tomich, The Athletic’s chief commercial officer and a longtime fixture in the Times’ ad tech division, believes the Times can use its blueprint for building a publishing business on The Athletic. And he’s also betting that advertising is an easier sell for sports fans than news readers.

Havas Media named FreeWheel a preferred SSP partner for premium video for two reasons: transparency and supply path optimization.

TV advertising is undergoing a tectonic shift from programmed to programmatic. Not unlike on the open web – but unlike on linear – advertisers can use programmatic to get scale across connected TV. There’s demand for biddable CTV because buyers realize they can get more flexibility and transparent signals from publishers.