LOS\u00a0 ANGELES\u00a0 –\u00a0 Despite historically being sold by manual insertion order, ad buyers are now flocking to the programmatic, or automated, sale of inventory.<\/p>\n

That is according to major-network exec who says buyers are encouraged by technology that puts guide rails and control around the technology.<\/p>\n

In this video interview with Beet.TV, Abbie Reichner, Programmatic Product Lead, Fox, describes the uptick – and says more assurances still need to be given.<\/p>\n

Programmatic boom<\/h2>\n

“Last year, they really started to experiment and dip their toes into the programmatic space – that was mainly through the private marketplace,” Reichner says.<\/p>\n

“This year, it’s really more apparent that programmatic is becoming a core part of the business and a key part of the strategy. In some cases, some of these major brands are really only executing through programmatic pipes.”<\/p>\n

“This year, we’re seeing a tonne of requests for programmatic guaranteed. We’ve seen a significant increase in agencies and brands and buyers requesting for either executing their upfront commitments or a portion of their upfront commitments through programmatic guaranteed.<\/p>\n

“It’s kind of switched our ad stack so that we have these sort of direct deals or deals that are similar to a direct IO, but they’re all going through the programmatic pipes.”<\/p>\n

Spending growth<\/h2>\n

<\/p>\n

EMarketer in November estimated<\/a> programmatic TV ad spending will reach $6.69 billion in the US by 2021, more than doubling from $2.77 billion.<\/p>\n

That makes it a still-small but fast-growing part of the overall TV ad spending pie.<\/p>\n

Ad buyers are getting interested by the ability to target specific audiences or households, the ability to use other data in doing so and the ability.<\/p>\n

<\/p>\n

EMarketer also estimated<\/a> CTV ad spending will reach $10.81 billion in the US in 2021 – up 56% from two years earlier, and representing around 15% of total US TV ad spending.<\/p>\n

But Fox’s Reichner says more could be unlocked if some remaining challenges were tidied up.<\/p>\n

Fighting fraud<\/h2>\n

She says ad fraud, which had plagued programmatic display ad sales, has also arrived in connected TV and video.<\/p>\n

“I would love to say that the CTV space is 100% fraud free, it’s 100% viewable – but that really isn’t the case anymore,” Reichner says.<\/p>\n

“We are seeing a rise in that fraudulent activity and CTV has become a larger target. So buyers are tasking us as a publisher to answer the question of ‘how do we combat this?’<\/p>\n

“Our buyers are starting to demand transparency throughout the entire supply chain. So we’re doing that through working with our key partners, adopting new ad tools and through data pass-back.”<\/p>\n

Taking steps<\/h2>\n

To that end, Fox was an early adopter of app-ads.txt, an equivalent of the IAB’s ads.txt standard that allows bona fide publishers to publish lists of the ad-tech platforms that are allowed to sell their inventory.<\/p>\n

And Reichner says she is also “standardising bundle IDs”, meaning buyers and DSPs can more easily learn about ad impression effectiveness and identify fraudulent activity from spoofed apps.<\/p>\n

But Reichner wants more.<\/p>\n

“One thing that I would like the industry to move forward with is content object data,” she says.<\/p>\n

That means metadata that describes the TV show, like rating, genre and episode descriptions.<\/p>\n

Richer inventory data<\/h2>\n

“Not everyone is ready to send and receive that data within the bid stream,” Reichner acknowledges. “At Fox, we are able to – if you come to us, publisher-direct, we’re able to apply those show mixes and those DNA lists.<\/p>\n

“We’re able to provide post-campaign, shell-level reporting, but all of that wouldn’t be necessary if we can start to include that data and that information in the bid stream.<\/p>\n

“Buyers are asking for it. So we just need the standardisation and the technology to kind of catch up to where we need to be.”<\/p>\n

You are watching “CTV Grows Up: Making a New Medium More Efficient & Effective,” a Beet.TV series presented by DoubleVerify. For more videos, please click here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LOS\u00a0 ANGELES\u00a0 –\u00a0 Despite historically being sold by manual insertion order, ad buyers are now flocking to the programmatic, or automated, sale of inventory. That is according to major-network exec who says buyers are encouraged by technology that puts guide rails and control around the technology. In this video interview with Beet.TV, Abbie Reichner, Programmatic […]<\/p>\n","protected":false},"author":15,"featured_media":70065,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8494],"tags":[5144,8582],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/70043"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=70043"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/70043\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/70065"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=70043"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=70043"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=70043"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}