"The shift of live events from traditional television to streaming platforms is fundamentally changing the viewer experience, offering unprecedented flexibility and convenience for audiences worldwide."
"Research from BCG and Google estimates that up to $4 billion in new ad spend will flow into programmatic live CTV globally by 2028, driven by the borderless nature of live content."
"Market readiness for programmatic live CTV is not uniform globally, with EMEA and APAC poised for growth but facing challenges such as complex regulatory environments."
Live events are transitioning from traditional television to streaming platforms, enhancing viewer flexibility and convenience. This change demands an evolution in the CTV ecosystem, where publishers must provide a reliable ad experience for large audiences. Programmatic advertising is crucial for monetizing live content, with an estimated $4 billion in new ad spend expected by 2028. While regions like EMEA and APAC show potential for growth, challenges such as regulatory environments and the need for detailed targeting persist.
Read at Digiday
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