Connected TV (CTV) is rapidly growing, with projections indicating nine streaming services will reach over $1 billion in ad revenue by 2026. The rise of biddable CTV is the primary driver of this growth, merging digital capabilities with traditional TV's brand-safe environment. As media buying shifts away from traditional methods, the need for agility and real-time optimization becomes vital for advertisers to respond to changing consumer behaviors. Transparent, premium ad experiences in biddable CTV will provide better monetization opportunities for publishers while enhancing marketing strategies.
The shift from linear to biddable CTV reshapes media buying, making flexibility, efficiency, and real-time optimization central to premium inventory.
Upfront strategies need to be separated from biddable methods so buyers can tackle challenges of trust, transparency, and non-TV inventory.
Collection
[
|
...
]