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{"id":70152,"date":"2020-12-07T20:29:12","date_gmt":"2020-12-08T01:29:12","guid":{"rendered":"https:\/\/www.beet.tv\/?p=70152"},"modified":"2020-12-07T20:29:12","modified_gmt":"2020-12-08T01:29:12","slug":"ctv-becoming-mostly-programmatic-groupms-moore","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/12\/ctv-becoming-mostly-programmatic-groupms-moore.html","title":{"rendered":"CTV Becoming Mostly Programmatic: GroupM’s Moore"},"content":{"rendered":"Despite promising to automate TV ad sales – a practice that, for decades, has been carried out manually – programmatic ad sales, even in connected TV (CTV) environments, have remained considerable hands-on.<\/p>\n
But now we are reaching a tipping point where the majority of CTV ad sales will be programmatically traded.<\/p>\n
At least, that will be the case for the world’s largest media-buying agency next year.<\/p>\n
CTV’s programmatic tipping point<\/h2>\n
Asked about programmatic CTV in this video interview with Beet.TV, Mike Moore, GroupM director of programmatic development, says: “It’s certainly our fastest growing.<\/p>\n
“It’s probably not yet the majority, but I’m fairly confident by next year that it will be.”<\/p>\n
EMarketer estimates<\/a> connected TV ad spending will hit $11.36 billion in the US in 2021, up 40.1% from 2020 and representing 4.2% of total media spending.<\/p>\n![\"US](\"https:\/\/contentstorage-nax1.emarketer.com\/088ddfe15955bc9983b3bd88590cafe9\/259830\")
<\/p>\n
Complex route to screen<\/h2>\n
CTV is gathering steam for ad sales despite a host of challenges around the complexity of getting brands on-screen.<\/p>\n
Moore says the supply side has been a “mystery” for ad clients.<\/p>\n
“It’s definitely a tough landscape to navigate,” he says, explaining the complexity.<\/p>\n
“There’s quite a few different players and points of access to ultimately deliver what, for a consumer, is just an ad on the screen.<\/p>\n
“We can go through our MVPD partners. You can go directly with publishers who may deliver across a variety of devices and platforms.”<\/p>\n
Path to market<\/h2>\n
So Moore is looking to supply-side ad platforms (SSPs) to smoothe the route to publisher inventory.<\/p>\n
In October, the agency announced<\/a> it picked SpotX as its primary such programmatic partner for buying digital video and OTT TV ad inventory.<\/p>\n