More video ads are being served today through connected TVs than mobile devices. A big change from just one year ago. But there’s a chasm separating how such video ads are bought and delivered depending on whether they’re through a streaming or an OTT service. Of all the app-based streaming services (including Amazon Prime Video and Netflix which don’t support advertising) the only ones that empower you to reach a larger audience programmatically and cost-effectively are the ad-supported leaders: YouTube and Hulu. The rest of the connected TV ad ecosystem is comprised of legacy media companies like the cable and fiber subscription services which sell ads as insertions into on-demand and OTT viewings of shows. There is no central marketplace for purchasing this type of video advertising programmatically. A fragmented buying approach is required. We’re watching for the epic moment when most streaming and OTT inventory can be purchased through digital exchanges.

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