""We'd like to receive all long-form video ad break signals to us via pods," Hazan said, emphasizing the importance of pod bidding in the evolving ad landscape."
""2026 is going to be a big year for our demand-side partners in rolling out podding. And then we'll have an end-to-end podded request from the publisher down to the buyer," said James Wilhite, highlighting the anticipated advancements in the programmatic supply chain."
""If we're doing it right, the thing that a buyer should get access to is a more efficient supply path or better chances to compete, and the thing that a seller is going to have access to is more technical efficiency and more demand density," said David Dworn, outlining the benefits of pod bidding for both buyers and sellers."
Ad tech companies like Comcast's FreeWheel, Index Exchange, and The Trade Desk are preparing for upgraded auction dynamics in CTV. The Trade Desk plans to transition its demand-side platform to support pod bidding by August 31. This new standard, introduced in 2022, aims to enhance the efficiency of ad sales. Major players are aligning their systems to facilitate this transition, which is expected to significantly improve revenue opportunities for publishers and competition for buyers by 2026.
Read at Digiday
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