Programmatic

Athletes aren’t the only ones competing during the Paris Olympics. Advertisers are bidding to reach tens of millions of viewers during the first programmatic Olympic Games.

E.W. Scripps becomes the first CTV publisher to adopt OpenPass, The Trade Desk’s single sign-on product for user authentication.

Inspire Brands, the fast-food franchise that owns popular chains such as Dunkin’, Sonic and Arby’s, is rewriting parts of its TV playbook to better manage reach and frequency in streaming media campaigns.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

For Magnite, the biggest growth opportunity lies in supply-path optimization. The trade-off is the pressure to differentiate itself from other supply-side platforms competing for agency deals.

PubMatic has its supply-path optimization initiative, its strategy to introduce direct deals for CTV and online video, to thank for its quarterly revenue growth.

Advanced TV advertising company Cadent announced plans to drop $324 million to acquire the performance marketing company AdTheorent.

Disney just took the next stop on its journey to automate as much of its ad sales as possible by the end of this year with the release of DRAX Direct, an expansion of its real-time ad exchange.

Self-serve CTV ad platform Vibe.co announced its $22.5 million Series A round, which it will use to bolster its machine learning and measurement chops to help SMBs give CTV a try.

JamLoop is a specialized DSP that launched in 2018 with a focus on local CTV advertising. It pitches its in-house ad tech that specializes in pacing smaller campaign budgets as a way to win over independent agencies and smaller, local advertisers.

At CES in Las Vegas on Wednesday, Disney announced the availability of combined Disney+ and Hulu ad campaigns for brands in the US during its fourth annual (and first in-person) Tech and Data Showcase.

NBCUniversal is kicking off the new year with a programmatic progress report during CES in Las Vegas this week.

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.