MiQ

While agencies push for more programmatic buying options, publishers want to maintain control in TV ad buying negotiations – and particularly over their “premium” content.

TV buyers predict that streaming publishers will heed their demands for greater flexibility, more programmatic execution and improved measurement during this year’s upfront season.

We asked the experts what marketers and media buyers should do to prepare for a possible ban of TikTok in the US.

In today’s newsletter: MiQ’s Lara Koenig takes the stage at CTV Connect to talk about what’s next for programmatic CTV; Snap can’t compete because it lacks scale; and TikTok faces a potential ban (again).

AdExchanger will lift the hood on the hottest topics in CTV live onstage at the inaugural CTV Connect event in New York City on March 13 and March 14.

The ad industry’s lofty ambitions for alternative currencies has come back down to planet Earth. Alt currencies struggle to gain market share because most buyers and sellers still transact on Nielsen numbers, while audience panels are back on the measurement menu.

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.

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

The UK-based ad marketplace announced an additional $1.25 million in funding to supplement its $3 million Series A round, with the goal of attaining profitability.

Magnite’s still enamored of CTV. CTV’s contribution to Magnite’s revenue was up 8% YOY, from $52 million to $56 million.