LOS ANGELES – Automated bidding for commercial time is becoming more predominant as advertisers demand more flexibility in their over-the-top (OTT) and connected (CTV) media buys. That shift comes as video publishers seek to monetize their growing audiences for higher-quality programming.<\/p>\n
\u201cThe programmatic CTV landscape has changed dramatically just in a handful of years,\u201d Nicole Scaglione<\/a>, global vice president of OTT and CTV business at sell-side platform PubMatic, said in this interview with Beet.TV. \u201cWhat we\u2019re seeing now is more and more publishers emerging, more and more quality content coming into the programmatic marketplaces.\u201d<\/p>\n PubMatic last year introduced OpenWrap OTT to provide header bidding<\/a> for ad placements on CTV and OTT platforms. Header bidding an automated auction technology that lets publishers offer their ad inventories on several demand-side platforms (DSPs) and receive multiple bids simultaneously.<\/p>\n \u201cWe want to help publishers monetize every single possible impression in a CTV marketplace, and we know that one of the best, cleanest ways to do that is through a header product,\u201d Scaglione said.<\/p>\n Source: eMarketer<\/a><\/em><\/p>\n Amid growing concerns about ad fraud, PubMatic extended its fraud-free guarantee to CTV platforms. The company also has taken steps to partner with third-party companies like Samba TV, which provides a multisource panel for advertising measurement.<\/p>\n \u201cThese are thoughtful, research-based solutions as we\u2019re watching the CTV marketplace change and evolve over time and develop,\u201d Scaglione said.<\/p>\n Publishers are looking for monetization solutions that are adaptable and forward-thinking, and provide support for different business needs, she said.<\/p>\n \u201cPublishers are really busy developing great content and engaging with their audiences, and very few publishers have the luxury of being both content providers and also ad-tech platforms,\u201d Scaglione said. \u201cThat\u2019s our responsibility: to take that stress away from them, and be brilliant at the basics of monetization.\u201d<\/p>\n<\/div>\n LOS ANGELES – Automated bidding for commercial time is becoming more predominant as advertisers demand more flexibility in their over-the-top (OTT) and connected (CTV) media buys. That shift comes as video publishers seek to monetize their growing audiences for higher-quality programming. \u201cThe programmatic CTV landscape has changed dramatically just in a handful of years,\u201d Nicole […]<\/p>\n","protected":false},"author":24,"featured_media":75070,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8826,8844],"tags":[8853],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75048"}],"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=75048"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75048\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75070"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75048"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75048"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75048"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/www.beet.tv\/wp-content\/uploads\/2021\/07\/emarketer_ctv_march2021.png\")
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