"This week, TV advertising company Cadent announced that all of its SSP's CTV supply paths are now direct, surpassing the 75% industry benchmark recommended by Jounce Media. Direct supply has been baked into Cadent's SSP since the product three years ago, according to Brian Weigel, SVP of operations. Still, hitting 100% wasn't easy. Cadent had to onboard a range of publishers and supply-chain partners that first had to be vetted by Jounce."
"Netflix won't ever be a user-generated content hub à la YouTube. However, some of its most popular recent programs came via YouTube. Ms. Rachel, for example, who makes shows for preschool-aged kids, is already a key part of Netflix's catalog. Another preschool age show, Cocomelon, also draws huge audiences. For adults, there's Mark Rober, a former NASA engineer with a popular STEM-focused YouTube channel who also brought his show to Netflix."
Cadent converted all SSP CTV supply paths to direct integrations, exceeding the 75% industry benchmark and relying on Jounce Media classifications for inventory acceptance. Direct integrations required onboarding multiple publishers and supply‑chain partners and aim to improve transparency, inventory quality, and reduce bid duplication, MFA, and fraudulent placements. Netflix sources scalable content by repurposing popular YouTube creators' programs, including preschool series like Ms. Rachel and Cocomelon and adult offerings from creators such as Mark Rober. Creators can continue publishing on YouTube while distributing to Netflix, and early evidence shows their YouTube accounts continue to grow, suggesting separate audiences and doubled monetization opportunities.
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