From the rise of programmatic in TV ad buying to the introduction of new ad inventory on Netflix, Disney+ and Prime Video, it's never been more complicated to buy TV ads than it is today, Eric Schmitt, a research director and analyst at Gartner, tells me.
There's still a long way to go before the streaming ecosystem can fulfill the true potential of connected TV, unlocking more ad dollars. TV advertisers are evolving how they work with programmatic platforms for campaign management.
Buyers using demand-side platforms face struggles with disparate audience plans and reporting, leading to signal loss and poor targeting, especially for regional and hyperlocal advertisers.
#streaming-advertising #programmatic-buying #tv-ad-targeting #digital-marketing-evolution #ad-industry-challenges
[
add
]
[
|
|
...
]