"Programmatic refers to the process of buying and selling ads, it's how ads are purchased. Its use of automation differentiates it from traditional media buying in that it analyzes user signals using technology and algorithmic tools. Its ability to dynamically place ads in front of specific viewers at specific times allows brands to immediately target their audience while also receiving real-time performance data."
"With more consumers utilizing smart TVs over streaming devices, smart TVs remain at the forefront of product innovation for advertising. Better video technologies, faster app access and integration of social media channels continue to evolve. Even branded TVs, such as Roku's manufacturing of its own line of televisions, will be leading the charge for product innovation. 3. CTV (connected TV) CTV continues to make a major impact on advertising."
Television advertising remains a major channel with US TV ad spend topping $66bn in 2021 and resilience after pandemic declines. Streaming and smart TV proliferation expands placement options and requires strategy adaptation. Programmatic buying uses automation and algorithms to analyze user signals, enabling dynamic, time-specific ad placement and real-time performance measurement. Smart TV product innovation—improved video, faster app access, social integration, and manufacturer-branded sets—creates new advertising surfaces. Connected TV (CTV) allows audience reach across devices and streaming channels, with multi-pay models and lower-cost ad-supported tiers increasing brand engagement opportunities despite an expected global ad spend dip in 2023.
Read at The Drum
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