“Starting to see header bidding breaking into OTT and CTV in a really meaningful way is exciting,” she says.<\/p>\n

“It means that that premium inventory isn’t always going to be locked up in direct IOs (insertion orders) because of technical challenges,” she says.<\/p>\n

“There’s now an answer to that, which gives us the flexibility to buy an RTB (real-time bidding) scenario in the future or on a direct IO, depending on what the client’s needs are.”<\/p>\n

<\/p>\n

For Fitzpatrick and Kinesso, OTT TV ads and the current global COVID-19 pandemic are converging to redefine how and why such agencies and their clients buy TV ads.<\/p>\n

“The way that we were looking at media partners in the past has shifted,” she says.<\/p>\n

“Having more options down the line is going to be better since we’re not necessarily buying in the same traditional ways we were in the past.”<\/p>\n

She says many brands are looking to new inventory sources, given the migration of viewers from traditional media to subscription video. Connected TV services powered by ads can give them that alternative, she says.<\/p>\n