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{"id":67286,"date":"2020-07-08T22:11:17","date_gmt":"2020-07-09T02:11:17","guid":{"rendered":"https:\/\/www.beet.tv\/?p=67286"},"modified":"2020-07-08T22:11:17","modified_gmt":"2020-07-09T02:11:17","slug":"ssps-have-critical-role-in-ott-ad-sales-essences-fisher","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/07\/ssps-have-critical-role-in-ott-ad-sales-essences-fisher.html","title":{"rendered":"SSPs Have Critical Role In OTT Ad Sales: Essence’s Fisher"},"content":{"rendered":"In a medium where more of the ad inventory is sold by the people who actually make the content, the software they use to facilitate transactions will have an increasingly important role.<\/p>\n
After a decade in which so much display ad inventory was traded through open programmatic exchanges, the emergence of connected, over-the-top (OTT) TV ads is coming with a key difference – broadcasters want to stay in control of the ads they sell.<\/p>\n
But that doesn’t mean they want to continue selling ads through traditional direct-sold insertion orders.<\/p>\n
In this video interview with Beet.TV, Mike Fisher<\/a>, SVP of advanced TV and audio at Essence<\/a>, a GroupM media agency, says supply-side platforms (SSPs) are becoming pivotal.<\/p>\nIn control<\/h2>\n
“I truly believe that OTT is one of the safest forms of digital video that you can be buying programmatically,” Fisher says. “True television streaming content, that’s still sold directly by the end seller.<\/p>\n
“We increasingly see our clients buy from who they’re comfortable buying from – the NBCs, the Viacoms, the Discoverys, the Hulus, the Comcasts of the world.<\/p>\n
“Even though they’re executing it via programmatic pipes. They’re not buying in open auction because there’s really none of this inventory being made available inside of an open auction environment.”<\/p>\n
Many of the networks Fisher mentioned have tooled-up with their own initiatives and platforms to sell ads. But many also want to use supply-side platforms to carve out private marketplaces or enable guaranteed deals.<\/p>\n
SSPs in focus<\/h2>\n