said in a statement.<\/a><\/p>\nIn this video interview with Beet.TV, which was taped before the deal announcement, Hirsch describes how innovation in CTV advertising is improving the viewer experience. Delivering video ads programmatically requires a combination of technologies including an ad insertion platform, video ad server, sell-side platforms (SSPs) demand-side platforms (DSPs).<\/span>\u00a0<\/span><\/p>\nThe goal is to create a seamless experience for audiences by avoiding delays in ad delivery that were associated with waterfall\u00a0auctions of CTV ad inventory. The limitations of waterfall auctions have spurred a shift to unified auctions.<\/span>\u00a0<\/span><\/p>\n\u201cIn a unified auction, everything is called simultaneously, and you only have eligibility to serve if your price is the winning price,\u201d Hirsch said. \u201cThe community at large has rallied around the unified auction as the victor of the war between the waterfall and the unified auction.\u201d<\/span>\u00a0<\/span><\/p>\nRevenue per second metrics\u00a0are\u00a0part of the evolution of\u00a0decisioning within an\u00a0auction, but\u00a0have pitfalls when comparing the value of different lengths of ads.<\/span>\u00a0<\/span><\/p>\n\u201cIf you\u2019re paying $15 for a 15-second spot, and you\u2019re paying $16 for a 30-second spot, revenue per second is going to make the \u2018loser\u2019 win\u00a0—\u00a0that\u00a0is, the person with the lower bid is going to win,\u201d Hirsch said, explaining that the lower bid wins\u00a0because value per second for a 15-second spot is higher than for the 30-second spot.<\/span>\u00a0<\/span><\/p>\n“It\u2019s much more granular\u00a0and fine-tuned approach for the sell side, and for the buy side, I think what it means is\u00a0that if you have a longer creative, and you\u2019re not getting the delivery that you want, you need to increase your bid\u00a0in order for your revenue per second value to be competitive with shorter ads,\u201d he said.<\/span>\u00a0<\/span><\/p>\nChallenges of Fragmentation<\/span>\u00a0<\/span><\/h3>\nThe fragmented media landscape has challenged advertisers to\u00a0make sure they\u2019re reaching audiences while avoiding excess frequency of ad placements. Digital platforms have become\u00a0\u201cwalled garden\u201d with their own first-party data about consumers.\u00a0<\/span>\u00a0<\/span><\/p>\n\u201cThe big players have decided that if you want to buy their audience, and you want to use their data, you have to go to them directly\u00a0as a mechanism to get to a larger percentage of the media dollar that\u2019s being spent,\u201d Hirsch said. \u201cThe fragmentation itself is kind of a great challenge for the ecosystem, and it leads to innovation\u00a0within\u00a0adtech\u00a0as a whole.\u201d<\/span>\u00a0<\/span><\/p>\nThe innovators include\u00a0TripleLift, a native advertising technology company that has partnered with\u00a0SpringServe.\u00a0TripleLift\u00a0offers an SSP that connects to\u00a0SpringServe\u2019s\u00a0publishers for traditional commercial breaks.\u00a0 It also offers dynamic product placement ads that appear within video content, including shows appearing subscription video on demand (SVOD) platforms that don\u2019t have commercial breaks.<\/span>\u00a0<\/span><\/p>\n\u201cTripleLift\u00a0has been a great partner for us,\u201d Hirsch said. \u201cEarly on,\u00a0TripleLift\u00a0saw the value of being an auction participant\u00a0using the server-side header bidding methodology. They came from a background\u00a0in AppNexus where they got a first-hand view of where the market was going before CTV was dominant.\u201d<\/span>\u00a0<\/span><\/p>\nHirsch foresees more growth in CTV advertising as brands seek to reach audiences that have either canceled cable service, or never signed up for it in the first place.<\/span>\u00a0<\/span><\/p>\n\u201cDollars will continue to migrate from traditional linear onto CTV, and the targeting capabilities and the reporting capabilities\u00a0and the monetization features for publishers will\u00a0meet the needs of consumers as they stream, the buy-side as they buy and the sell-side as they desire to make more\u00a0money,\u201dhe\u00a0said.<\/span>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"Sell-side advertising platform Magnite today said it acquired SpringServe, the ad-serving platform for connected TV (CTV), for about $31 million. SpringServe\u2019s technology handles inventory routing, customized ad experiences and advanced podding logic for CTV publishers. \u201cWe look forward to collaborating with the Magnite team and their clients on product development and new features that will […]<\/p>\n","protected":false},"author":24,"featured_media":74817,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[8847],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/74665"}],"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\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=74665"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/74665\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/74817"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=74665"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=74665"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=74665"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}