Programmatic

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.