Connected TV (CTV), one source of streaming video that the sector has been slow to monetize via advertising, is moving into programmatic space now that impediments to integration disappear.
“The amount of CTV inventory available to programmatic advertisers is expected to surge throughout the remainder of 2015, with SpotX partnering with two large players in the space — Frequency and Wurl — to bring premium inventory to market,” a news release shared with MMW reads.
SpotX, a video inventory management platform for premium publishers and broadcasters, has been working to reduce buying complication for its partners. Advances in cross-screen programmatic will allow SpotX to help publishers monetize across most major CTV delivery points.
That news comes from Allen Klosowski, SpotX VP of Mobile and Connected Devices.
“Innovation in the addressable TV arena is rapidly accelerating,” Klosowski explained about monetization options increasingly available for video content delivered to TV screens via the internet.
“CTV can unlock incredible potential for new models of cross-device advertising that deliver high-impact, measurable video campaigns for brands,” he said. “SpotX provides solutions to help publishers maximize advertising yield across all major connected devices via private and public marketplaces, as well as programmatic direct sales.”
By 2018, 75 percent of U.S. homes are expected to have connected TVs according to TubeMogul’s recent ‘The Programmatic Living Room’ report.
“Connected TV has long been popular with advertisers due to its ability to deliver high engagement and viewability, but historically it lacked the scale of other formats,” said VP of Research for TubeMogul, Taylor Schreiner. “By making more connected TV ads available for automated buying, SpotX will help us unleash demand as brand advertisers turn to TubeMogul to unify buying across screens.”
