Programmatic

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.

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

On Monday, UK programmatic buying company MiQ acquired SaaS compliance platform Grasp. Grasp will continue to operate as a standalone unit.

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.

The Mouse House is moving ahead with plans to automate as much of its ad sales biz as possible. Next up: self-serve programmatic.

Comscore’s programmatic ad targeting division, Proximic, unveiled new audience segments for political advertisers to help them reach people based on what they watch and the political campaigns they’ve already seen.

By the middle of this year, MFA sites were gobbling up 30% of ad auctions, and this “gradual boil” now has the entire industry in a state of emergency, says Chris Kane, president and founder of Jounce Media.

Infillion’s $22 million cash bid for MediaMath’s DSP and DMP assets was approved in a Delaware bankruptcy court.

Magnite increased its purchase data reservoir through a partnership with Attain, a purchase data company. But the data upgrade is restricted to ClearLine.

The in-cinema advertising company National CineMedia is bringing programmatic ads to movie theaters later this year.