Broadcasters and brands love the idea of applying digital targeting to CTV ad campaigns. But there are still roadblocks stopping CTV advertisers from fully embracing programmatic, including price and transparency (or the lack thereof).
Ampersand has a new self-service tool within AND, its TV ad buying platform, that turns linear campaign reporting around in 24 hours so buyers can optimize campaigns quickly based on a short list of priority metrics.
It may look as if there hasn’t been much progress with alternative currencies – at least not commensurate with the hype. Just because alt currencies didn’t take over the upfronts this year doesn’t mean there hasn’t been movement.
This year, TV upfront spend will likely be softer, and buyers will be slower to make long-term commitments. Consider it a plateau.
Paramount, which is part of a new joint industry committee set on creating TV currency standards, held a conference to share a pulse check on TV currency and the JIC’s progress.
