Open Programmatic Media Buying Funnel Comes of Age on CTV

Programmatically sold advertising on connected TV is expected to reach $155 billion in 2021 and is forecast to grow to $323 billion globally by 2025, accounting for nearly three quarters of the global programmatic spending.

Programmatic advertising refers to the automated buying and selling of digital ad space. In contrast to manual advertising, which relies on human interaction and negotiation between publishers and marketers, programmatic ad buying harnesses technology to purchase digital display space. The use of software and algorithms helps streamline the ad buying process on connected TV.

With today's technology and the rise of streaming, the CTV experience is significantly more advanced than ever, with more brands preparing to execute with programmatic. Broadcasters have been on this transformational journey too, with their transition to programmatic and launching new AVOD offerings.

Because the process is automated and the maximum price each advertiser is willing to bid for the impression has already been programmed in, the auction can be completed within milliseconds it takes for the page to load.

Knowing the differences between CTV and OTT can help marketers and agencies understand what type of ads they are buying and how it fits into their overall advertising strategy. The outstanding benefits of CTV are due to audience targeting, scale and reach. However, smaller budgets don't always allow for this CPM cost.

It's important to work with partners and data providers that truly understand the nuances of different data sets and how to connect data to all the different video environments and devices to form a cohesive strategy. 

The CTVMA Guide is a five-year report that will examine and provide marketers with campaign guidance.