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{"id":67171,"date":"2020-06-26T07:03:44","date_gmt":"2020-06-26T11:03:44","guid":{"rendered":"https:\/\/www.beet.tv\/?p=67171"},"modified":"2020-06-28T21:04:14","modified_gmt":"2020-06-29T01:04:14","slug":"in-new-tv-world-traditional-ad-serving-will-fade-away-pubmatics-olsen","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/06\/in-new-tv-world-traditional-ad-serving-will-fade-away-pubmatics-olsen.html","title":{"rendered":"In New TV World, Traditional Ad Serving Will Fade Away: PubMatic’s Olsen"},"content":{"rendered":"As advertising technology evolves to serve a world that is increasingly about video and TV, traditional methods will fade to black, leaving a new class of vendor in charge.<\/p>\n
That’s the view of one ad-tech executive trying to bring about the change.<\/p>\n
“In the world we’re living in today, where you have parallel auctions, header bidding, millions of QPS in real time, I don’t see there being a need for ad serving in the new world of television, which is technically going to become advanced TV, OTT and CTV, because the logic sits within the server-side ad insertion companies,” says Jonas Olsen, VP of video for PubMatic<\/a>.<\/p>\n“So I strongly believe that traditional ad serving as you know it, will kind of slowly fade away for the next 12 to 18 months.”<\/p>\n