sean buckley

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

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.

There’s a prevailing narrative that supply-side platforms are releasing tools to cut out demand-side platforms in a desperate attempt to differentiate. But “it’s much more nuanced than that,” says Magnite CRO Sean Buckley.

Disintermediation is in the air. If The Trade Desk’s OpenPath cuts out SSPs (while claiming not to), Magnite’s ClearLine cuts out DSPs (while claiming not to).

Sustainability was a hot topic for the advertising industry in 2022. The momentum will only grow in 2023, though decarbonization remains a multiyear journey.

The complexity and lack of transparency in the programmatic ad buying ecosystem makes it hard to understand who you’re buying from and how big of a bite they’re taking out of a buyer’s ad spend. Hence the need for supply path optimization (SPO). Simply put, SPO is about buyers identifying the most efficient connections and using them to transact with sellers. The goal is to stop buying through inefficient or expensive paths to supply.

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Sean Buckley, chief revenue officer at SpotX. The streaming wars have taken a nostalgic turn over the past few months. Subscription services are inking billion-dollar deals for beloved sitcoms such as “Friends,” “Seinfeld” and […]