Having strong roots with the programmatic early adopters in CTV and OTT will pay off as traditional TV advertisers become more data-driven, Zagorski said, and as larger players like Viacom and Disney potentially buy or replicate the tech and revenue models of the first-movers.
There’s also potential growth in CTV because even the most ad-reliant companies don’t want to overwhelm viewers with ads, so CTV ad loads are significantly less than on linear TV, he said. “That means there is a big gap in potential for more ads to be actually flowing to CTV in the future, if those ad loads start to come to parity.”
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