Over the past year, music video network Vevo has brought on more than 15 new SSP and DSP partners to help manage its growing inventory supply, including Yahoo DSP, FreeWheel, Magnite, Index Exchange and Nexxen.
Just because curated PMPs and direct-to-DSP deals are trendy doesn’t mean they should be the focus of every publisher’s tech stack.
The “set-jetting” phenomenon means TV advertising and, more specifically, CTV advertising is a natural fit for travel brand Expedia promote its service.
The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.
Publishers and SSPs aren’t incentivized to accurately label their video inventory. But increased pressure from the buy side could correct the skewed pricing dynamics that result from outstream being sold as instream.
Late last year, Morning Brew hired Sara Badler, a longtime programmatic advertising executive, as CCO. But the publisher, which built its business on direct, isn’t planning to change its approach to monetization.
In recent years, Vizio has undergone a metamorphosis, transitioning from a hardware company to primarily a connected TV ad platform. Now, its biggest growth opportunities lie in programmatic ad sales and home screen monetization to sell more supply.
The vast majority of advertisers who buy ads in video games (91%) no longer consider gaming to be an experimental media channel. But ad spend in games still lags behind audience engagement.
G/O Media introduced a new contextual targeting solution that combines first-party contextual signals and data on audience browsing behavior to create cross-site contextual segments that can be activated programmatically.
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.
