More advanced targeting on CTV requires exponentially more data than demo-based targeting, but ensuring all that data is accurate – with consistency across linear and streaming – is a big challenge.
Charter’s full linear footprint is going programmatic, the result of a partnership between Spectrum Reach, the ad sales division of Charter, and supply-side platform Beachfront.
Dish is making its linear TV inventory addressable. Advertisers will be able to buy addressable TV programmatically on Dish alongside buys on Sling TV, Dish’s streaming service.
TV fragmentation is only getting worse. And, according to FreeWheel’s newly promoted chief product officer, troubleshooting means simplification.
Despite the benefits of addressable TV, advertisers haven’t been taking advantage as much as one might imagine.
Live television is back in style. And according to Magnite, there’s a surge in demand for linear addressable inventory from programmatic buyers. The net result is that SSPs are squeezing linear addressability into their tech stacks. Magnite, for one, ran a test campaign that points to programmatic addressable’s incremental reach potential.
TV inventory fragmentation means publishers need new ways in which to aggregate their inventory, connect with buyers and transact. To make TV convergence a reality, FreeWheel’s new GM Mark McKee plans to bolster the company’s role in the ecosystem as a player in cross-platform TV standardization and automation.
